2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control. 

FCC (a Spanish company that manages municipal services provided by the city, including waste collection) launched an initiative to encourage citizens to toss the worst of 2011 in the garbage bin. 

Ordinary trash bags became the advertising medium of the campaign. We printed 50,000 bags with words that citizens at the time didn’t like at all and we distributed them door-to-door on December 29th, so that on New Year’s Eve, people could symbolically get rid of the worst of the year.

In order for FCC’s greeting to reach as many people as possible, we asked opinion leaders to disseminate the message. They received a dimensional mailing containing a miniature garbage bin, with a sample of the garbage bags that were handed out and a USB with press materials.

Garbage bags became the core advertising medium of the campaign. We printed 50,000 bags with words that citizens at the time didn’t like at all: "unemployment", "crisis" and "risk premium” and asked recipients to throw those words in the bin on New Year’s Eve.