Mount Fuji is one of the most iconic symbols of Japan. Sadly, it has become a dumping ground for rubbish. To bring awareness to this issue, we created a series of billboards that framed Mount Fuji with the problem afflicting it: the rubbish itself. The billboards became a very direct message placed right at the heart of the problem. A sign on the frame invited people to collaborate with Mount Fuji Club by donating and volunteering.

Furthermore the posters became tourist attractions in themselves as people took photographs of themselves and shared them on social media and so further spreading the message.

The posters were erected in non-conventional poster locations. In this case the creative execution was the actual creation of new poster sites that spoke directly to the people whom they wanted to communicate with by placing them in situations where they would best interact with the members of the public – by framing the beautiful mountain with a frame of rubbish – the problem that was surrounding the mountain.

5,000 volunteers were recruited - The highest number on record.

The amount of rubbish being dumped dropped by a dramatic19.36%, that's 8,825.5KG less.