United Kingdom – In a campaign for Heineken’s Mexican beer brand Sol, London businessmen passing through Canary Wharf underground station were confronted recently with a new recycling bin labelled ‘ties’, located alongside conventional glass and can collection containers.
Using the slogan ′A Free Beer For Free Spirits′, campaign organisers asked commuters to ′lose the tie′ to claim their bottle of Sol. Once a necktie was put in the bin, a loud hammering and sawing was heard from inside, at the end of which the remains of the tie appeared attached to a coupon for a free beer.
Although the campaign ran for only 24 hours, this alternative recycling bin generated a significant response from city workers as they encouraged each other to give up their ties. The reactions of passers-by were captured by specially-located cameras and have already gone ′viral′ on social media.
Showing Sol′s support for recycling was not the only objective of the campaign, according to Graham Wall, Executive Creative Director at The Marketing Store, the firm that came up with the unusual stunt. ′The tie can be a symbol of power and success, but it can also be seen as a shackle, part of the daily grind,′ he explains. ′We wanted to give office workers back a sense of their true selves – to make bold choices and be rewarded for it.′
For more information, visit: www.sol.com
You can watch the hidden camera video here: www.bit.ly/WQVENF
Source: The Drum
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