Nobody likes litter along the road or in public spaces. It’s dirty, annoying and it costs the Flemish government 60 million euros each year to clean up the 17.500 tons of garbage. A large amount of that garbage consists of empty soda bottles and cans. Ironically lots of public billboards are used to advertise the same bottles and cans by showing refreshing packshots.

Mooimakers, a public organization with governmental support that strives against littering, wants to convince people to stop throwing garbage in public spaces. Unfortunately, the motivation to pay attention to anti-littering campaigns is still rather low.

To maximize the campaign's impact, we wanted to show all adapted packshots at the same moment. The problem: normally, these highly competitive brands would buy all outdoor advertising space for a full week in order to get a monopoly.

In order to overcome this issue, we had to make them join the debate and convince them that a media peace was necessary to get the best results for our anti-littering campaign.

In the first wave, we agreed with Coca-Cola, Spa and Lipton to buy duo-packets of shared OOH-mediaspace, so that our posters would always appear right after theirs.

Besides, after some strong negotiating, we got all brands convinced to share their advertising space at the same time, in the same cities, all for the sake of our anti-littering message.