| Title | IQ TRASHCANS |
| Brand | CHINA ENVIRONMENTAL PROTECTION FOUNDATION |
| Product / Service | PUBLIC SERVICE |
| Category | E03. Special Build |
| Entrant | J. WALTER THOMPSON Shanghai, CHINA |
| Idea Creation | J. WALTER THOMPSON Shanghai, CHINA |
| Production | A NEW LIFE FILMS Shanghai, CHINA |
| Production 2 | BOTTLES POST PRODUCTION Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Norman Tan | J. Walter Thompson Shanghai | Chief Creative Officer |
| SheungYan Lo | J. Walter Thompson Shanghai | Chairman, APAC Creative Council |
| George Shi | J. Walter Thompson Shanghai | General Manager |
| Selwyn Low | J. Walter Thompson Shanghai | Associate Creative Director |
| Gang Hu | J. Walter Thompson Shanghai | Executive Creative Director |
| Diana Li | J. Walter Thompson Shanghai | Senior Creative Director |
| Paul Yu | J. Walter Thompson Shanghai | Creative Director |
| Pippo Jiang | J. Walter Thompson Shanghai | Senior Art Director |
| Jiawei Lu | J. Walter Thompson Shanghai | Associate Art Director |
| Cindy Fan | J. Walter Thompson Shanghai | Associate Creative Director |
| Connie Chua | J. Walter Thompson Shanghai | Head of Production |
| If Lo | J. Walter Thompson Shanghai | Senior TV Producer |
| Jing Xu | J. Walter Thompson Shanghai | Senior TV Producer |
| Shuang Wu | J. Walter Thompson Shanghai | Account Manager |
| Nelson Cho | / | Director |
| Eli Wang | J. Walter Thompson Shanghai | Producer |
| Qing Hua | / | Editor |
| Connor Lee | / | Cameraman |
A social experiment that proves people in China know how to sort the trash for recycling; it’s just that they were never bothered to do so. We redesigned standard recycling trashcans into an installation that makes people inadvertently declare their IQ level based on how well they separate the trash. We placed this installation at Shanghai’s busiest food street and observed the crowd. As people stood in front of the IQ Trashcans, it made them self-conscious that they were about to be labeled as smart or dumb in an instant. Every single person stopped to carefully consider the correct bin to dispose his or her trash – a phenomenon never seen before.