Recupel, a non-profit organization that collects and processes discarded appliances, wanted to engage with a new audience to create more awareness on the recycling of electronic devices, more specifically, refrigerators. Together with Belgian rock duo Black Box Revelation they set up an exclusive experience: a chance to win a private showcase for your friends and family in exchange for recycling your refrigerator

More than 100 refrigerators were dropped off at Recupel’s collection points thanks to a multichannel activation that used call-to-action video footage of the participating artist. The artist co-supported the communication on his social media channels.
The collection of the refrigerators was registered through a tracking system and after the submission period, one of the collected refrigerators was selected whose ex-owner won the contest.