The achievement of a monumental and entirely natural sand sculpture, representing a garbage mountain spilling waste on the popular Ain Diab beach in Casablanca. The mysterious structure generated an important on and offline (Local newspapers, local TV, national newspapers, national TV) PR activity, spreading the call for a huge beach cleanup the same week and gathering thousands of people to clean Ain Diab on Earth Day.

People often get mixed up between a beach and a trash, so we used the sand itself to engage the public in an atypical approach. We built a monumental sand sculpture on the popular Ain Diab beach, representing a huge garbage mountain, with a simple message:

“it’s a beach, not a bin”. In a land’art movement’s way, we offered a metaphorical and shocking image with a single material, the sand, of what the beach really was, a bin. With its natural and popular medium, it was symbolically strong and consistent. The same weekend, thousands of people came to clean their beach.

4 thousand people met on Aïn Diab the same weekend.

In one day, the people of Casablanca collected more than 4 tons of

waste and garbage. The US Consul General Mr Shukan attended the event. The sculpture and the cleanup have been reported by local newspapers, radios and TV , and by National newspapers (L'Opinion, Le Soir, Telquel, Aufait, 2M, Al Aan, La Tribune and many others).