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40 jaar Glasbak - Lekker bezig!
To create awareness for glass recycling and boost the use of glass bins throughout the Netherlands, I came up with a plan for Nedvang, the organization responsible for the 'Glas in 't Bakkie' campaigns, to celebrate the glasbin's 40 year anniversary. This involved throwing a big and colourful birthday party and inviting municipalities, stakeholders and the general public to celebrate - and spread the word. With an innovative mix of art, music and Dutch pride, glass recycling became a viral sensation thoughout the country.
The campaign '40 Jaar Glasbak - Lekker Bezig' comprised of a bold combination of top-down and bottom-up strategies and a crossmedial content mix. In realizing this, I teamed up with the agency Arttenders to find the right artists and creatives to add art and spark. To make this all possible, I was able to gain and maintain the required support on budget and content amongst a variety of stakeholders, a.o. boards of directors, trade associations and (semi-)governments. With a strong focus on organic reach, and therefore a vast investment in bottom-up elements with no guaranteed results, we strayed from traditional strategies - and took a risk.
Capturing nationwide attention
Art directors Lernert & Sander were responsible for the eyecatching campaign design. The campaign was distributed through a.o. customized toolkits for municipalities and partners, A0 posters, billboards and Boomerang postcards. As a surprise element, lifesized golden glasbins were placed in public spaces and local 'birthday parties' were facilitated.
Bottom-up engagement
To engage a young and diverse audience, the campaign was supported by a bottom-up campaign in collaboration with Dutch hip hop formation De Jeugd Van Tegenwoordig, who released the track 'Glasbak'. Lernert & Sander produced the eyepopping music video. In addition, they designed a Limited Edition Glasbak-sweater. With a range of celebrities and influencers embracing both the sweater and the campaign, the sweater became a wannahave.
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Awards & nominations
The campaign '40 Jaar Glasbak - Lekker Bezig' won Silver in the category Not for Profit in the Grand Prix Content Marketing. ‘Glasbak’ was nominated by the film festival Go Short in the category Best Dutch Music Video. And although it's not an award, it's an honour to mention that the verb 'glasbakken' has been added to a Dutch language school book in 2020. Following its success, the campaign was given a sequal with '40 Jaar Glasbak - Doe Het Lekker Zelf!'.
Impact results
The campaign generated a vast amount of visibility and publicity throughout the Netherlands and activated over 50% of Dutch municipalities. Download the full impact rapport of the campaign '40 Jaar Glasbak - Lekker Bezig' (Dutch).
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