CUT THE GARBAGE by Y&R Dubai for Xerox

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Industry Printers, Scanners & Supplies
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Arab Emirates
Agency Y&R Dubai
Art Director Sajesh Pudussery, Komal Bedi Sohal
Copywriter Shahir Zag
Photographer Khurram Sayyed
Account Supervisor Nadine Ghossoub
Released February 2010

Credits & Description

Category: Ambient: Special Build
Advertiser: XEROX
Agency: Y&R DUBAI
Executive Creative Director: Komal Bedi Sohal
Creative Director: Shahir Zag/Komal Bedi Sohal
Copywriter: Shahir Zag
Art Director: Komal Bedi Sohal/Sajesh Pudussery
Account Supervisor: Nadine Ghossoub
Advertiser's Supervisor: Abeer Safa
Photographer: Khurram Sayyed
Date of First Appearance: Feb 5 2010 12:00AM

Description of Ambient execution
The Brief: Xerox launched the ColorQube in February 2010. It consumes less energy and utilizes cartridge-free solid-ink that generates 90% less waste compared to color-laser devices. The brief was to effectively deliver the idea of waste reduction. The Solution: Our strategy was to engage end users and decision makers in an unforgettable way. So we placed oversized locks, clips and chains on garbage bins in bold cyan, magenta and yellow (which cued both printing and solid ink) in and around the city’s commercial and business hubs. We placed a product banner next to the garbage bins to convey a simple message that if you’re not using the ColorQube, you are destroying the planet faster. So do it a favour. A ‘solid’ one. The Result: As this was done during lunch time when there was maximum pedestrian traffic and the bins were unusable for about two hours at a time, the message more than grabbed people's attention. Phone inquiries for the ColorQube went up by 43% within the first two days itself. Sales recorded by Xerox Resellers showed an 18% jump in the first week.