Child Obesity Month is an opportunity to leverage on Subway's healthy food prestige as better option for parents who feed Fast Food to feed their children.

The decision to use illustrations was an easy one. We didn't want people to be grossed out if they saw a photo of a kid as a trash can. Our designers reverse engineered the trash can to create the objects original blueprint. With these at hand, the illustrator created a 2D image of "boy and girl" to be applied on the 3D surface.

Each trash can was then hand-wrapped and took about 2 hours to complete. A total of 60 trash cans were made.

The campaing caused an inmediate buzz. It was deployed during Black Friday, ran all thru "Child Obesity Month" and was quickly picked and covered by every mayor newsmedia.

In the period we achieved 94% ROI.Sales of Subway stores near the instalations jumped 14%.

The trash cans have been permanently installed at stores per request of the owners.