So how to make Belgians consider watching an anti-litter campaign? By cooperating with the big brands who do get lots of attention. We partnered with some of the biggest soda-companies in Belgium, namely Coca-Cola, Unilever and Spa, and asked them to share their awareness with CleanCrew for our anti-littering cause.

We designed a spin-off of their original soda print campaigns, in which the setting is the same, but the packshots are emptied and asked to be thrown in the bin. For a week starting on the 30th of May each out-of-home poster of 'CleanCrew' was shown next to the original campaign of Coca-Cola, Lipton Iced Tea or Spa. Once launched, more locations and brands joined the anti-litter campaign and these double posters were spread all over the country.

Our regional campaign was quickly noticed by other big players and soon, new brands joined the anti-litter movement. A few months after our campaign with the soda brands, Belgium’s major beer brands asked if they could join our campaign. A second wave was launched from 21/11/2017 until 27/11/2017 with Maes, Gordon and Jupiler. And in this case, the out-of-home posters were spread nationwide and had more than double media placements comparing to our first wave.

Thus, what started off as a regional campaign, evolved into a national story supported by three extra partnerships with Belgium’s major beer brands.