VW Think Blue Helps Russia Go Green with a Clever Way to Recycle Batteries
Russia is not the most eco aware country in the world. And one of the key problems there is battery recycling. Over 15 million batteries and accumulators are just thrown away every year in big cities like Moscow. And young people don’t even think about the problem, even though just 1 battery can pollute more than 20 square meters of the ground with heavy metals.
So, Volkswagen and DDB Russia introduced a new type of eco-currency in Moscow and created The Think Machine - a vending machine which won't accept any banknotes or coins, but only accepts batteries as payment. The Think Machine was installed in popular places in Moscow, such as Flacon - the biggest design center in Moscow.
It's simple. You can buy great items from local community shops by putting the old batteries inside the machine, for example - a great eco t-shirt costs 6 batteries or you can buy a bottle of pure water for just 4 batteries, or an anti-stress ball for 2.
Just 1 machine collected over 8.000 batteries during the first month, while a regular collection point in Russia accumulates less than a thousand pieces a month.
Advertiser: Volkswagen Think Blue
Creative Agency: DDB Russia
Digital Art Director: Igor Esaulov
Digital Creative: (Group Head) Dmitry Zenin
Executive Creative Director: Anna Denisova
Head of Digital Production: Vladimir Pervozvansky
Project Manager: Ekaterina Svatkova
Senior Planner: Natalia Vinokurova
Category: Automotive , Cars