McDonald's Netherlands is encouraging the proper disposal of trash by giving away limited-edition jewelry inspired by discarded fast-food packaging. Among the items are gold earrings made to look like empty dipping sauce containers and a red crystal pendant resembling a slightly scrunched french fry box.
Created by the TBWA\Neboko ad agency, the “Litter and Glamour” campaign includes 258 participating restaurants, each of which has installed a special golden trash can. Customers who drop their waste in the special receptacle between August 16 and September 12 are automatically entered to win one of the seven unique items from the collection.
A 30-second commercial supporting the campaign shows how an average McDonald's customer can become a red-carpet celebrity by simply throwing her rubbish in a bin. The spot shows the woman finishing up a drink in a McDonald's parking lot and throwing out the cup. Then the scene transitions to a fantasy starring the same woman and the same drink. This time the paparazzi and fans watch breathlessly as she walks toward a golden trash can and tosses the cup inside. This woman is a winner, of course, and she joyfully shows off her reward — a dazzling french fry box necklace. The master of ceremonies explains, "In this way, we make the neighborhood a little more beautiful."
“Turning seemingly worthless items you find in the streets into valuable jewelry is very disruptive, especially when you stimulate people to throw away their waste into a bin and have the chance to win it back as a limited collection of McDonald’s jewelry," Darre van Dijk, chief creative officer for TBWA\Neboko, said in a statement. "Now that’s how you encourage good behavior!"
An independent notary will determine in advance the time, date and location of each winning trash deposit. The customer who drops trash in a golden receptacle at that exact time (or the who is first after that moment) will be the winner.
In addition to the dipping sauce container earrings and the french fry box pendant, the collection includes a milk shake lapel pin, a Big Mac box ring, a coffee creamer pendant, a soft drink cup pendant and mini french fry box dangle earrings.
The design and fabrication of the collection is the result of a collaboration between the sixth-generation jewelry firm De Vaal and casting specialist Bronze Special Art.
The anti-littering campaign carries on the messaging of McDonald's previous initiatives called "You Bin It, You Win It" (2020) and "Trash Dance" (2021).
Currently, 91% of the product packaging used by McDonald's in the Netherlands is made from renewable, recycled or certified materials. The goal is 100% by 2025.
Check out the “Litter and Glamour” commercial here...
Credits: Jewelry photos courtesy of McDonald's. Paparazzi screen capture via Youtube.com / TBWA\NEBOKO.