Fundacao Cultural De Curitiba (FCC): FROM TRASH TO TOY

Credits & Description:

Advertiser: FCC CITIZEN SERVICES
Agency: SHACKLETON
Category: Corporate Image & Information
Advertising campaign: FROM TRASH TO TOY
Brand Manager: Arancha Cebrian (Shackleton)
DM/Copywriter: Fran Castro (Shackleton)
Account Executive: Abel Martin (Shackleton)
Copywriter: Cristina Lopez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Graphic Producer: José Vicente García (Shackleton)
Account Supervisor: Joseba Irurzun (Shackleton)
Video Editor: Juan Gama (Shackleton)
Digital Producer: Rodrigo Menéndez (Shackleton)
Digital Art Director: Beatriz Rodríguez (Shackleton)
Art Director: Cristina Alvarez (Shackleton)
Producer: Cristina Cortizas (Shackleton)
Digital Production Manager: Gonzalo Fernández De Córdoba (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
General Manager: Marta Gutiérrez (Shackleton)
Digital Copywriter: Ana Amo (Shackleton)
DM/Art Director: Lucia Agudo (Shackleton)
Video Editor: Paloma Martin (Shackleton)

Outcome
- In only 48hs all the toys had already been ordered online.- The web received more than 18,000 visits.- The campaign obtained huge media coverage on national TV, newspapers, online media and social networks.- 433 tweets impacting 214,531 users.- 53 impacts in online media and blogs.

Execution
Since FCC is a company that provides services, it rarely has direct contact with the general public. Taking advantage of Christmas time, From Trash to Toy uses a direct channel of communication to the citizens.The creative execution is relevant because:- It uses an intimate and emotional tone that effectively brings the brand closer to the the public. - The brand demonstrates its commitment to sustainable development by doing something, rather than saying something. - Its appropriate for the moment Spaniards are facing with the economic crisis. It is in tune with a new consciousness regarding consumption in general.

Implementation
A group of experts was brought together to build toys using rubbish, stuff thrown away by homeowners and collected by FCC. Toy prototypes were designed and made, which FCC employees copied to make as many toys as possible from recycled waste. An internet spot drove traffic to www.fromtrashtotoy.com where the toys could be ordered, free. In case we ran out of stock, people could easily learn how to build each toy at home following the instructions on the web. An original mail shot was designed and sent to opinion leaders to communicate the initiative and therefore increase its reach.

Client Brief Or Objective
FCC is a Spanish company that manages municipal services, including waste collection. Normally invisible, they saw Christmas as an opportunity to engage with the general public and communicate their commitment to sustainable development as well as generating a sens of belonging among employees.It was not an easy year in Spain but FCC wanted to show that with a little of imagination and a sustainable attitude, anything is possible.