Rebranding Barcelona's Waste Removal Services To Inspire People To Take Better Care of the City

How do you get people excited about keeping a city clean instead of relying on waste removal services to do it for them? A playful new campaign from Barcelona's City Council is seeking to make this happen through design, using a series of animations and out of home placements to remind Barcelonans about the personal responsibility to keep the city clean.

While it's likely too early to tell, I suspect this campaign will be effective because of how intentionally the creative executions demonstrate the behaviors that they are hoping people take. Seeing billboards or lamp post signs featuring someone throwing their trash away properly is a not-so-subtle reminder that you should do the same. In the moment, sometimes that's exactly what people need.