Every year, about 1.4 thousand tons of used gum ends up on the ground. It ends up anywhere but in the trash. This pisses everyone off. The Dirol Don’t Drop project is intended to fix the situation.
As part of the project, designer Shane Gonzalez and shoe customizer Maggi created a limited collection of sneakers with the addition of recycled gum. Only 120 pairs will be given to the most active participants of the Dirol Don’t Drop campaign, who started throwing chewing gum in trash cans and inspired others to do the same.
I developed the project's logo, featuring a character from a classic trash icon, delicately spitting gum into a trash can rather than underfoot. Together with the Suprematika agency, we developed a style to support the logo, a dense, urban typography consisting of an asphalt-gray and fluorescent-green color scheme, and a signature pattern alluding to gum stuck to surfaces.
As part of the project, designer Shane Gonzalez and shoe customizer Maggi created a limited collection of sneakers with the addition of recycled gum. Only 120 pairs will be given to the most active participants of the Dirol Don’t Drop campaign, who started throwing chewing gum in trash cans and inspired others to do the same.
I developed the project's logo, featuring a character from a classic trash icon, delicately spitting gum into a trash can rather than underfoot. Together with the Suprematika agency, we developed a style to support the logo, a dense, urban typography consisting of an asphalt-gray and fluorescent-green color scheme, and a signature pattern alluding to gum stuck to surfaces.
Dirol
Don’t Drop
Don’t Drop
Year: 2021
Client: Mondelez International
Agency: EMG
Role: Associate Creative Director / Art Director
Recognition: Perspectum 2022 – Grand Prix / 4x Gold: Best Integrated Campaign, Best Creative Campaign, Best Innovation & Technology Activation, Best Insight / Strategy and 1x Silver / Best PR Campaign. BEMA! 2023 – 2x Gold: Best ESG-project, Best Use of Innovative Technologies.
Client: Mondelez International
Agency: EMG
Role: Associate Creative Director / Art Director
Recognition: Perspectum 2022 – Grand Prix / 4x Gold: Best Integrated Campaign, Best Creative Campaign, Best Innovation & Technology Activation, Best Insight / Strategy and 1x Silver / Best PR Campaign. BEMA! 2023 – 2x Gold: Best ESG-project, Best Use of Innovative Technologies.