FCC is a Spanish company that manages municipal services provided by the city, including waste collection. The objective of this campaign was to ensure people knew who actually provides this service, bringing FCC closer to citizens2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.

Taking advantage of the final days of 2011, FCC launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin.

Ordinary garbage bags became the advertising medium of the campaign. We printed 50,000 bin bags with words that citizens at the time didn’t like at all and we distributed them door-to-door on December 29th, so that on New Year’s Eve, people could symbolically get rid of the worst of the year.

The campaign also featured a video of the action, direct mailing to opinion leaders and a web where users could order real bin bags, toss virtual ones and share them on social networks.

Locals from the neighbourhood took part in the action and spontaneously became an integral part of it.

For one night, the bin bags that they threw away became the most effective campaign we could imagine.The video got 52,937 views only on YouTube. 241% above objectives and 40,000 views in the first 3 days. 9,000 bags were ordered on the web in only 4 days. The news quickly appeared on major media and most famous blogs. The estimated value of free publicity reached €42,789.

Taking advantage of the final days of 2011, FCC launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin.

Ordinary garbage bags became the advertising medium of the campaign. We printed 50,000 bin bags with words that citizens at the time didn’t like at all and we distributed them door-to-door so that on New Year’s Eve, people could symbolically throw away the worst of the year.

The campaign featured a video of the action, mailings and a web where users could order real bin bags, toss virtual ones and share them on social networks.Relevant and Inherent: The use of a visible FCC task (waste management) and its most iconic element (plastic garbage bags).Emotional and Notorious: An optimistic and original call-to-action: 'let's start the year getting rid of the worst of 2011'.It’s Positive: In a crisis environment the public appreciated a dose of optimism.

The locals from the neighbourhood that took part in the action suddenly became an integral part of it. For 1 night, the bin bags that they threw away transformed into a most engaging campaign.• 52,937 viewings of the official video alone on the YouTube channel. (Updated to 08/02/12). 241% over the objective.

• 40,000 in the first 3 days following the video’s upload onto the internet.• 956 reactions to the official video on Facebook ('shares', commentaries and 'likes')• Over 150 reactions in Twitter• 30 mentions in blogs• 11 mentions on national digital media and 10 impacts in the national press• The estimated value of free publicity reached €42,789.