Colgate’s brief was to generate awareness of the fact that toothbrushes should be changed at least four times a year (1.2 brushes a year was Austrian average).
Agency4e7 created the Institute of Sustainable Design, where people had the opportunity to upload their creative ideas on how to recycle toothbrushes.
From all the ideas presented, the Institute chose and produced the “Comicfuture Trashmachine” designed by an art collective named Atzgerei, which was then displayed at various art events, such as the Black River Festival and in the Museumsquartier in Vienna.
The Machine featured in ORF Primetime News. The accompanying video, “How to use the Comicfuture Trashmachine,” appeared in more then 200 blogs worldwide.
Prime Time News
Art / Graffiti Blogs