Amsterdam Metropolitan Area launches today, a unique creation Gumshoe which are sneakers with soles made from chewing gum taken from the streets of Amsterdam. Conceptualized by Publicis One’s agencies (Leo Burnett, MSL and Publicis), the initiative aims to improve the city’s image and reputation with cleaner streets and raise awareness of the chewing gum littering problem.
Every year, about 1.5 million kilos of chewing gum finds its way on to the streets of the Netherlands. Cleaning the gum costs the Dutch municipalities millions of euros. Publicis One Netherlands and Amsterdam Metropolitan Area decided to turn this unwanted garbage into something useful.
Amsterdam Metropolitan Area, a non-profit organization, is constantly working on improving the city’s image and reputation. One of their key focuses is to keep Amsterdam beautiful and clean. This idea provides them with an opportunity to create a useful product while cleaning the streets. Working with a specialized company, Gum-Tec , the streets’ chewing gum waste is turned into a compound which are then used as material for soles of the sneakers which are designed by up and coming local label, Explicit Wear.
Commenting on the campaign, City Council member Marijn Bosman said, "Amsterdam is a city to be proud of and a city that we want to keep clean. The municipality cannot do it alone, and that is why we embrace creative initiatives such as this to keep the city clean and livable. The challenges of pollution can also be the engine of innovation. Gumshoe is a good example and helps to drive awareness of the chewing gum problem in our city in a creative way."
The Gumshoes will be sold at Hudson’s Bay and online on www.gumshoe.amsterdam