An XXL campaign to clean the streets of XL
#brandactivation #guerillacampaign #photomontage
Tons of litter pollute the streets of Ixelles every day.
How do we get pedestrians, tourists and inhabitants to react? How do we open their eyes to the impact of every piece of litter thrown on the streets of Ixelles?
This called for a shocking campaign. Something like a 20 meter tall cigarette butt in the middle of Place Flagey, or a soda can the size of a building on the pavement. Litter in the streets has massive consequences for our environment. We needed to remind people, and that’s what we did.
This major campaign was carried out in five areas and got a lot of press coverage, which was, of course, what we wanted. According to the city councillor for finance and public cleanliness, Viviane Teitelbaum, “there was more litter in the public bins and ashtrays than on the streets”.