Cleaning Campaign

November 2017

- Client: Ayuntamiento de Madrid
- Role: graphic design and art direction

In 2017, while working at Zapping, we got the task of creating a campaign to convince the citizens of Madrid to put their trash where it belongs – in the bin.

After some research and brainstorming, my partner and I discovered that Madrid’s problem with trash was not the lack of resources, but mostly, a lack of education among its citizens that were just leaving the trash on the street instead of inside the bin, however, it’s not that they didn’t know where to put it, but they were sometimes too lazy to go to their nearest trashbin. We needed to remind them that to live in a clean city requires a communal effort.

We though that we needed to get to peoples’ hearts, so a little humour and empathy was required for this mission.

That’s why we created these playful characters with the most typical types of trash “forgotten” on the streets. The campaign included static and animated posters on the streets all around Madrid and social assets.

After some research and brainstorming, my partner and I discovered that Madrid’s problem with trash was not the lack of resources, but mostly, a lack of education among its citizens that were just leaving the trash on the street instead of inside the bin, however, it’s not that they didn’t know where to put it, but they were sometimes too lazy to go to their nearest trashbin. We needed to remind them that to live in a clean city requires a communal effort.