Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


VW Think Blue Helps Russia Go Green with a Clever Way to Recycle Batteries

DDB EMEA, 2 years, 6 months ago

DDB Russia & Volkswagen create 'eco-currency' to be used in vending machines around Moscow

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

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

Genre: Experiential