The idea: to recreate a small portion of mountain pollution in their daily lives.We placed trash, collected on the mountains, in frozen food departments ofsupermarkets. The operation took place in major French cities in the Alpes and the Pyrénées during one week. Packaged as real products, a QR code directly sent the consumer to the registration page for the collection days organised by the Mountain Rider Association.

74 % increase in connections on the Mountain Rider web site during the month after the operation thanks to the QR Code.32 % increase in registrations for the collection days compared to 2010.