The city of Oslo has struggled to get their message of recycling out to a younger target group, a lot of the previous communication has been regarded by the target group as rules and nagging by the man, do that, do that, and as such it has completely gotten lost.

The fact is that Oslo has one of the best recycling orders in the world, and it is easy to use, you just have to listen to us for a short while.The world championship of snowboarding was held in Oslo in the beginning of 2012 and we know that this is something they listen to. The championship also has clear environmental focus under the parole, -"keep it green". We thought, why not leverage this and make this as big as possible, perhaps they will listen to us then.The hub of the campaign was a Worldchampionship app, through which you got all the practicalities around the championship, plus information about recycling at the event and in Oslo in general.To kick off the campaign we invited Oslo schools to try out the slopes for free together with snowboarding legend Terje Håkonsen. To encourage downloads of the app we arranged a best trick competition, and while filming your trick the app triggered an AR 3D-live-animation (the worlds first). The boards that triggered the animation was hung up in all the snowboarding areas around Oslo.Since no cars were allowed at the event we dominated all the commercial space at the subway hub of the championship. This was also supported by a film featuring Terje Håkonsen.After the championship was over the app transformed into a pure recycling app. So we got into the pockets of the target group.Over 75 000 views of hundreds of films (in a city of 600 000). All major media in the region covered the keep it green collaboration and the City of Oslo reached an all time high appreciation of their recycling efforts among those under 30 years old. And the levels or recyled material is rising after the campaign. Just as we thought it would if they just would listen to us.

The hub of the campaign was a Worldchampionship app, through which you got all the practicalities around the championship, plus information about recycling at the event and in Oslo in general.To kick off the campaign we invited Oslo schools to try out the slopes for free together with snowboarding legend Terje Håkonsen. To encourage downloads of the app we arranged a best trick competition, and while filming your trick the app triggered an AR 3D-live-animation. The boards that triggered the animation was hung up in all the snowboarding areas around Oslo.Since no cars were allowed at the event we dominated all the commercial space at the subway hub of the championship. This was also supported by a film featuring Terje Håkonsen.After the championship was over the app transformed into a pure recycling app. So we got into the pockets of the target group.

Over 75,000 views of hundreds of films (in a city of 600,000). All major media in the region covered the keep it green collaboration and the City of Oslo reached an all time high appreciation of their recycling efforts among those under 30 years-old. And the levels or recycled material is rising after the campaign. Just as we thought it would if they just would listen to us.