We wanted to let pictures communicate our message so that not only those ignorant to the idea of refuse separation would quickly grasp it, but also migrants or children who can`t read the German language perfect.

Rubbish and recycling bins are part of public spaces. That’s why we chose the medium we did for that context: the billboard. What could be more direct than depicting and demonstrating the actual solution to the waste problem with this medium?

Our idea was to take the classic billboard and to use it in a completely new and never-before-seen way. To generate more attention, we rotated the billboards 30° to ‘tip’ the imaginary waste into the real corresponding bins.

This unconventional combination of billboard ad and installation immediately spells out the desired waste separation to the viewer.

The Outdoor billboard installations were placed from 29/09/2016 to 25/09/2016 at heavily frequented locations in Hamburg City.

For example, at subway stations, the famous Schanzenviertel, at the port, at the training place of the local soccer team FC St. Pauli, at the Fair and Congress Center etc.

Via the unconventional combination of billboard ad and installation we need no words to explain the content of the campaign. Each passer-by understands the message at first glance.

In less than a week, the unique campaign ‘for the bin’ was seen by well over 200,000 passers-by, who therefore gained a greater awareness and understanding of an issue that affects us all.