| Title | The first shoe ever made from chewing gum |
| Agency | Publicis One |
| Campaign | Gumshoe |
| Advertiser | Amsterdam Metropolitan Area |
| Brand | Amsterdam Metropolitan Area |
| Date of First Broadcast/Publication | 2018 / 4 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | One of the main brand values of Amsterdam is cleanliness. But every year thousands of kilos of chewing gum finds its way on to the streets. To make people aware of this problem the agency came up with a unique solution. Gum is made from a synthetic rubber, so loads of it were scraped off the streets and turned into something people actually want: the Gumshoe, the first shoe made from recycled gum. In addition, gum recycling bins were placed throughout the city, providing material for even more sneakers. Sports shoes made of chewing gum? They sound sticky and unpleasant. But as gum is actually made of synthetic rubber, the result was wearable and faintly fragrant. The gum was scraped from Amsterdam's streets in a protest against littering. As well as creating the Gumshoe, the agency put more gum recycling bins in place. |
| Philosophy | Amsterdam Metropolitan Area launches today, a unique creation Gumshoe which are sneakers with soles made from chewing gum taken from the streets of Amsterdam. |
| Problem | Amsterdam Metropolitan Area, a non-profit organization, is constantly working on improving the city’s image and reputation. One of their key focuses is to keep Amsterdam beautiful and clean. The initiative aims to improve the city’s image and reputation with cleaner streets and raise awareness of the chewing gum littering problem. This idea provides them with an opportunity to create a useful product while cleaning the streets. |
| Media Type | Product Design/Development |
| Length | |
| More Information | www.gumshoe.amsterdam |
| Creative Director | Mischa Schreuder |
| Creative Director | Ramon Stalenhoef |
| Copywriter | Daniel Ashkol |
| Art Director | Jonathan van Loon |
| Designer | Dave Fransen |
| Photographer | Dave Fransen |
| Director | Virgill Barron |
| Sound Design Company | Good Sounds |
| Post Production | Post Office Schoen |
| Account Director | Manon van Otegem |
| Illustrator | Robin Stam |
| Illustrator | Garezi Septara |
| Graphic Designer | Dave Fransen |
| Shoe Designer | Garezi Septara |
| Shoe Designer | Shaquille Gunther |
| Technology Lead | Anna Bullus |
| Account Director | Gert-Jan Timmer |
| Account Director | Manon van Otegem |
| Editing Company | Post Office Schoen |
| Sound | Good Sounds |