The Thinking Nowadays, this sort of thing is very important to people who buy cars. That is, until they have to pay a little bit more. Then, usually, it’s not that important anymore. Why? Because when you buy 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 our challenge was to do more than just tell people our car is 95% recyclable. We also had to convince people that buying a recyclable car is the right thing to do.

The Solution We designed and made a range of useful and beautiful things using only Peugeot 308 parts.

We started with couches. They were placed in shopping malls, dealerships and public parks. On each couch we placed a small plaque with a message that reminded us of how unimportant “now and here” really is.

In a market where car manufacturers sold 40% less cars in the last year, The Peugeot 308 sold 20% more than target. Saying our couches were the reason for this won't be very responsible. But we believe it played a role.