CUT THE GARBAGE -CHAIN, LOCK, CLIP
| Brand | XEROX |
| Product/Service | XEROX COLORQUBE PRINTER |
| Entrant | Y&R DUBAI, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Large Scale |
| Entrant Company: | Y&R DUBAI, UNITED ARAB EMIRATES |
| Advertising Agency: | Y&R DUBAI, UNITED ARAB EMIRATES |
Credits |
| Chief Creative Officer | Shahir Zag |
| Creative Director | Shahir Zag/Komal Bedi Sohal |
| Copywriter | Shahir Zag/Komal Bedi Sohal |
| Advertiser's Supervisor | Abeer Safa |
| Planner | Nadine Ghossoub |
| Account Supervisor | Nadine Ghossoub/Anwar Saeed |
| Art Director | Komal Bedi Sohal/Shahir Zag/Sajesh Pudussery |
Execution
Xerox advocates sustainability by developing innovative technology that enables responsible printing. Xerox Colour Qube consumes less energy and utilizes cartridge-free solid-ink that generates 90% less waste compared to colour-laser devices. To effectively deliver the idea of printer waste reduction, we grabbed people's attention when and where they would least expect it. Alongside a product banner, we installed humongous, coloured padlocks, chains and clips to seal neighbourhood garbage bins strategically located in Dubai's commercial business areas: Sheikh Zayed Road, Garhoud, Deira and Bur Dubai, last February 2010.