The city of Amsterdam is introducing the "gumshoe", sports shoes with soles made of chewing gum scraped from the streets of the city. The project is designed in cooperation with the advertising agency Publicis One and the manufacturer of Gum-tec® rubber. A campaign to raise awareness among Amsterdam residents about the problem of chewing gum on the city streets. Creative and different.
Publicis One and Gum-tec® have developed a new type of rubber made from chewing gum, which was used in the design of sports shoes for shoe soles, in which the map is graphically imprinted Amsterdam.
"Adding additional rules, penalties or restrictions to reduce gum problems would be counter to our mission," he explains. Mustafa Tanriverdi from the administration of the city of Amsterdam, "with these sports shoes, people are part of the problem or, better said, the very solution." In Amsterdam, they hope that the campaign will be so successful that the inhabitants of the city will adopt different patterns of behavior.
On the streets Dutch cities collect around 1.5 million kilograms of chewing gum annually, thus emptying municipal budgets. It is with Gumshoe that the city of Amsterdam wants to stimulate its inhabitants with surprising innovation and a fresh approach.
Image Gallery: GumShoe
More information:
http://gumshoe.amsterdam/
