Outdoor > Innovation in Outdoor

RIVER APARTMENTS

McCANN COLOMBIA , Bogota / BANCO DE BOGOTA / 2021

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Overview

Credits

OVERVIEW

Cultural / Context information for the jury

Bogotá river passes through the south side of the city. But Bogotá city is so big that only a few residents have contact with the river. The vast majority never see it and are not aware of its contamination, especially the center and north of the city.

The government spend $12´400.000 USD per year removing the garbage from the river to prevent floods in the neighborhoods near its waters. But nobody cares about it.

The problem is so old that people got used to hear the same numbers and statistics of pollution every year. No one is surprised when newspapers told "270 tons of household trash enter the river each month" or when scientists says "Bogotá River reach level 8 of contamination" (the highest possible).

Please outline the innovative elements of the work

We bring the river into the middle of the city and create an uncomfortable experience powerful enough to start a conversation about garbage.

Each of the objects in River Apartments was carefully chosen to cover the different kinds of waste people throw in the river: furniture, debris, e-waste & batteries, clothes, appliances, chemicals, medicines, plastics, recyclable & no recyclable.

The project was furnished like any other apartment, with a fridge full of food packages, wardrobe full of clothes and cabinets full of dishes and appliances. Except all of them was used, dirty and broken.

People were able to book a guided tour during quarantine (with all biosecurity measures) and walked between the garbage. At the end, they signed a pledge to correctly dispose their trash and stop river contamination.

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