Deal with the trash
Summary: To tackle Sweden’s litter problem and rebuild brand trust, McDonald’s launched “Deal With the Trash” — an AI-powered app feature that rewarded users for binning fast-food packaging, even from competitors. By making
sustainable action playful, personal, and rewarding, the campaign drove real change: over 3 tonnes of litter properly disposed of, 200,000 deals redeemed, a 23-point lift in environmental brand perception, and significant market share growth. A bold, simple idea that proved environmentally-conscious marketing can shift behaviour, grow demand for sustainable choices, while delivering measurable business impact.
Lead Agency(s): NORD DDB
Contributing Agency(s): House, OMD sweden, Prime Weber Shadwick
Client / Brand: Mcdonalds (Sweden) / Deal with the trash
Effie Award(s): Silver
Sell it, Send it, Cash it In — How An Post Became the Everyday Enabler of Circular Living
Summary: An Post reimagined its sending solutions as gateways to the circular economy. Through prepaid packaging and Click and Post, it made resale, reuse, refill, and recycling simple for a new generation. The “Sell it, Send it, Cash it In” campaign inspired under-35s to turn clutter into cash and everyday actions into sustainable habits. Partnerships with Oxfam, Resculpted, Nespresso, and Vinted extended the idea beyond fashion, embedding circular behaviour across communities and positioning An Post as Ireland’s everyday enabler of sustainable living.
Lead Agency(s): Boys & Girls, Core
Contributing Agency(s): Boys and Girls
Client / Brand: An Post / Prepaid packaging and Click and Post return solutions
Effie Award(s): Bronze
Bipa is Starving
Summary: Latvia faced declining bio-waste sorting despite a new legal mandate, risking failure to meet EU criteria. Getliņi EKO’s campaign introduced Bipa, a character people were invited to “feed” with their sorted waste – reframing sorting as an act of care rather than obligation.
This approach drove measurable change. Bio-waste volumes exceeded the yearly peak – sustaining growth for three months. Surveys confirmed behaviour change: more households used brown bins, non-sorting dropped and bio-waste bin recognition rose.
Lead Agency(s): White Label, McCANN Riga
Contributing Agency(s): Mindshare Latvia
Client / Brand: Getlini EKO / Getliņi EKO landfill
Effie Award(s): Bronze
