The idea for Trash & Win emerged from Heineken's global commitment to sustainability and its recognition of the need to incentivize positive behavior change on a large scale, especially at the events they sponsor. With waste generation being a pressing issue in many parts of the world, Heineken sought to leverage technology and consumer engagement to promote sustainable practices on a global level.

The creative idea centers on Trash & Win, an AI-powered web app that rewards users for correctly disposing of trash in designated bins at music festivals. By blending augmented reality with real-time rewards, Heineken transforms waste disposal into an engaging and rewarding experience, driving positive brand interactions and promoting sustainability.

The strategy behind Trash & Win is to leverage technology and gamification to encourage sustainable behavior while enhancing brand engagement. By offering enticing rewards such as VIP festival passes and Champions League tickets, Heineken incentivizes participation and fosters a sense of excitement and competition among festival-goers. Moreover, these rewards on offer are mostly acquired at zero cost by Heineken, as they are a part of the sponsorship agreement with these events. This enables Heineken to keep these events sustainable at a minimal cost.

In the lead-up to Heineken events, Trash & Win is promoted using the same media channels as the event itself, calling out every piece of trash as an opportunity to win rewards. Where budgets permit, outdoor ads and posters around the event location also encourage participation. Festival attendees can access the web app by logging onto TrashAndWin.com and participate through an AR experience. An AI-powered system, trained on different types of trash and a database of different recycling bins from around the world, accurately identifies and rewards users in real time, creating a seamless and immersive activation experience.

Following the launch, Trash & Win achieved significant engagement and participation rates, with a notable increase in correct waste disposal behaviors observed at participating festivals. Heineken's brand awareness and reputation for sustainability are strengthened, and the activation receives positive feedback from both consumers and industry experts.

For each event Trash & Win was activated in, more than 2,200 kilos of trash was collected daily, with rewards on offer totaling to a market value of just 3,800 euros. So far almost 30 tons of trash has been recycled. But, most of these rewards we obtained at zero cost for Heineken as part of the sponsorship agreement with the respective events.