Heineken® turns empty bottles and cans into an opportunity to be rewarded with "Trash & Win"

Creative agency LePub and its innovation & tech hub LeGarage put their noggins together to solve a problem that we all have witnessed firsthand - all the trashed cans and bottles at festivals that never make it to the bins, only fall on the ground. By making a clever game out of picking up Heineken bottles and throwing them in the right recycling bin, festival goes can get a chance to win - like a lottery - some nifty prizes.

So, on the 4th of April 2024, Heineken unveils TrashAndWin.com, a new web app to help keep festivals clean and fun. Supported by Ecovidrio and Ecoembes, it encourages proper disposal of Heineken® bottles and cans for a chance to win exciting rewards. Inspired by the success of "Trash Lottery" in 2023, this platform turns every piece of litter into a raffle ticket, with prizes like festival passes and dining experiences up for grabs.

Using AI and AR technology, TrashAndWin.com makes recycling easy: just snap a pic of your Heineken® trash in the right bin, and you're in the running for prizes tailored to your region. Initiated by creative agency LePub and launching first in Zaragoza, Spain, Trash & Win promises a fusion of fun and responsible waste management.

Lucia Lopez-Rua Paramo, Marketing Director of Heineken Spain, sums it up: "Trash & Win merges fun with proper waste management, ensuring good times stay responsible. By keeping our cities tidy, participants not only win prizes but also become part of Heineken's commitment to creating memorable moments responsibly."

Trash & Win is set to debut at major events throughout Spain, making cleanliness part of the entertainment experience. And Heineken® plans to expand this initiative globally, proving that fun and responsibility go hand in hand. Cheers to a cleaner, greener future with Heineken®!

HEINEKEN
Sr. Director Global Heineken® Brand: Nabil Nasser
Heineken® Global Communication Director: Daniela Iebba
Heineken® Global Digital Director: Rob van Griensven
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Communication Manager: Lizzy Wakkie - van de Venn
Heineken® Spain Marketing Director : Lucia Lopez-Rua Paramo
Heineken® Spain Marketing Manager: Veronica Sica
Heineken® Spain Marketing Manager: Lourdes Díaz de la Hera
Heineken® Spain Brand Communication Manager: Bianca Michilena Tavares
LEPUB
Global CEO Global, CCO Publicis Worldwide: Bruno Bertelli
Global CCO: Cristiana Boccassini
CCO: Mihnea Gheorghiu
Global Executive Creative Director: Andrey Tyukavkin
Global Executive Creative Director: Eoin Sherry
Creative Director: Marie Poumeyrol
Associate Creative Director: Valentino Borghesi
Associate Creative Director: Geo Joseph
Associate Creative Director: Fernando Dominguez Kelly
Junior Art Director: Vincenzo Russo
Global Client Service Director: Shirine Aoun
Group Account Director: Luigi Palma
Account Director: Gonzalo Gutiérrez Gauna
Group Strategy Director: James Moore
Strategy Director: Adam Lotz
Strategic Planner: Martina Rinciari
Head of Digital Production: Vittorio Cafiero
Digital Producer & Project Manager: Kejsi Haxhi
Global Head of PR & Communication: Isabella Cecconi
PR Manager: Eleonora Botta
Chief Production Officer: Francesca Zazzera
Producer: Cinzia Morandi
Art Buyer: Caterina Collesano
PRODIGIOUS
Production Company: Prodigious Italy
Executive Producer: Alessio Zazzera
Director: Olivier Richomme
DP: Tommaso Terigi
Producer: Alessia Pietromarchi
Editor: Claudio Roveda
Grading: Luca Parma
Online video: Prodigious
Sound design: Opera Music
Music: Also Spratch Zarathustra by Straus (Opera Music)