Write a short summary of what happens in the ambient or digital execution or campaign.

The idea is simple: turning trash into something valuable. In this case: an opinion. Because nobody will throw their opinion on the ground. We created trash bins with thought-provoking cultural questions on them, aiming to turn behavioral change into a habit. The question are about cultural topics that the youngsters care and debate about. Questions that provoke the youth to feel compelled into answering. People can answer the questions by putting trash either in “Yes" or “No”, depending if they agree or disagree to the question. Whatever the opinion is, each piece of trash gets recycled. The bins were placed around Ho Chi Minh City, Vietnam in youth areas. Malls, boutique court yards, football fields and universities. All trash was monitored and displayed online, in real-time. Targeted media showed local outcomes in the voting locations. And, finally, all results were displayed on a limited edition of Pepsi bottles

Cultural/Context information for the jury

Situation: Due to various cultural reasons the Vietnamese youth often feel like a forgotten and unheard generation. Despite this, they are becoming increasingly vocal and passionate in particular about the environment. Vietnamese youngsters are living in a littered & polluted country: 4th largest contributor to marine plastic pollution globally. 8 million tonnes of plastic is dumped into the ocean every year. 50% only of waste ends up in dumps, the rest flows into the sea. Brief: Develop a campaign for Pepsi that engages Vietnamese youth about water, plastic or waste issues by connecting it with something they consider COOL. Objective: Make people throw their garbage in the trash cans.