The Peugeot 308 is 95% recyclable! Nowadays, this sort of thing is very important to people who by cars. That is, until they have to pay a little bit more. Then, usually, it's not that important anymore. Why? because when you by a car that's 95% recyclable, there's no direct benefit to you. And when times are tough, as they are now, you don't care too much for buying something that doesn't change your life here and now. So there challenge was to do more than just tell people our car is 95% recyclable. They also had to convince people that buying a recyclable car is the right thing to do. They disigned and made a range of useful and beautiful things using only Peugeot 308 parts. They started with couches. They were placed in shopping malls, dealerships and public parks. On each couch they placed a small plaque with a message that reminded us how unimportant "now and here" really is.
Agency: Saatchi & Saatchi Johannesburg, South Africa.