Amsterdam, 20 April 2018 – Amsterdam Metropolitan Area, introduces ‘gumshoes’, sneakers with soles made of chewing gum from the streets of Amsterdam. With this, the municipality of Haarlemmermeer (part of the Amsterdam Metropolitan Area) wants to make a statement to make people aware of the problem that Amsterdam has been struggling with for years, in addition to wearing this unique shoe. Every year about 1.5 million kilos of chewing gum ends up on the streets.
Besides the fact that chewing gum is not very aesthetic in the streets, animals also suffer from it. In addition, it takes 20-25 years for chewing gum to completely perish. The removal costs municipalities millions of euros. To turn this tide was thought in the possibilities of chewing gum. It turns out to be very suitable material to make a new type of rubber. Publicis One initiated a collaboration with specialized company Gum-Tec® and the Amsterdam brand Explicit Wear to develop a unique sneaker that has the map of Amsterdam on the sole. Instead of chewing gum, Amsterdammers can now leave a “mark” with their footprint. In this way, the streets of Amsterdam are cleaner and people are made to think.
“Every day we work to offer people a good recreation, living and working experience in the capital of the Netherlands”, explains Mustafa Tanriverdi (Head of Marketing & Investments Amsterdam Metropolitan Area, Haarlemmermeer). “Our metropolis has a lot to offer and we can be proud of that. Especially when the streets are clean. Chewing gum on the streets bothers many people, but it is still thrown out on the street. It is time to break that. With this campaign we make people part of the problem, or rather of the solution! ”
“The surprise effect of the Gumshoe is an important success factor in this campaign”, says Mischa Schreuder, creative director at Publicis One. “Amsterdam Metropolitan Area wants to enthuse people for the beauty that the city has to offer. Adding extra rules and restrictions to reduce the chewing gum problem would be at odds with our mission. After all, it is about the positive experience of the city. That is why we surprise and inspire Amsterdammers with the Gumshoe. In addition to awareness, this creates sympathy and intrinsic motivation to solve the chewing gum problem. In this way we bring about much more impact. ”
Amsterdam as a sustainable metropolis
City Council member Marijn Bosman emphasizes: “Amsterdam is a city to be proud of. And a city that we like to keep clean with each other. The municipality can not do it alone and that is why we work together with entrepreneurs and residents. We must embrace creative initiatives such as these to keep the city clean and liveable. Because the challenges of pollution are also an engine of innovation. Gumshoe is a good example of this and makes residents of Amsterdam aware of the chewing gum problem in our city in a creative way. “