Trash and Win

Agency: LePub


Heineken® is thrilled to announce the launch of its first web application aimed at ensuring that their bottles and cans end up in the right bins. Heineken® believes that proper disposal of their bottles and cans will help ensure that the festivals sponsored by Heineken® and the good times we all enjoy stay clean., which will be live on the 4th of April 2024, is an innovative platform that encourages people to participate in this endeavor by giving them tangible exciting rewards.

The platform and its implementation are supported by Ecovidrio and Ecoembes, who focus on the recycling and environmental management of packaging waste, such as glass bottles and metal beer cans. Ecovidrio and Ecoembes play crucial roles in Spain's commitment to promote recycling, reduce waste, and achieve sustainability goals. They collaborate with governmental agencies, businesses, and the public to create a circular economy where resources are reused and recycled efficiently. builds on the success of a similar activity undertaken by Heineken Spain in 2023, christened “Trash Lottery”, where physical smart bins were installed at popular music festivals like Monegros and Trui Son Fusteret. These bins treated every piece of litter as a lottery ticket, giving festival-goers a chance to win simply by bringing the trash generated at the festival to the bin installation and disposing of it responsibly. The Trash Lottery initiative by Heineken® in 2023 contributed to the collection of 2 tons of glasses, caps, bottles, and plastic items, which aims to be put into new use.

The platform uses AI trained on trash recycling bins and containers in Spain to enable the phone’s camera to recognize them, ensuring that the participant has brought the bottles and cans to the right place. The platform also treats every piece of Heineken trash as a raffle ticket. Individuals can participate in the raffle simply by dropping their litter into the correct recycling bins or containers, as an AR filter on instantly announces the results and declares what they have won. The prizes that the participants can win are also determined by processing the location data of the phone and the recycling bin, ensuring that the rewards can be redeemed in the same region.

Ideated by the creative agency LePub and its innovation & tech hub LeGarage, the platform will be first launched in Zaragoza, Spain, in collaboration with The Champions Burger event hosted in the city from the 4th to the 14th of April. Participants stand to win passes to Spain’s premier music festivals, UEFA Champions League tickets, dining experiences at the city’s top restaurants, and other prizes in the weeks leading up to the event.

"We're excited to introduce 'Trash & Win', a one-of-a-kind initiative that merges fun with proper waste management," said Lucia Lopez-Rua Paramo, Marketing Director, Heineken Spain. "By simply doing their part in keeping their city tidy, participants don’t just win prizes but also make sure that good times stay responsible, all while trying to win access to more good times. With each contribution, participants are not only enhancing their event experience but also becoming an integral part of Heineken's commitment to creating memorable moments responsibly”.

"Trash & Win" is set to debut alongside major events throughout Spain, promising an elevated and immersive experience for those in the cities hosting them. Apart from The Champions Burgers events, Trash&Win will also engage people around music festivals like Festival de les Arts, Arenal Sound, and FIB Benicàssim, seamlessly blending entertainment with the contribution to keeping event venues and cities clean.

In the future, HEINEKEN has the ambition to roll out the 'Trash & Win' platform in more markets, encouraging consumers to claim rewards simply by disposing of Heineken bottles and cans responsibly. The platform embodies Heineken's dedication to fostering events in a manner that resonates with diverse audiences, reinforcing the brand's position and perception as a pioneer in innovation and meaningfulness.

For more information and to participate, visit

This professional campaign titled 'Trash and Win' was published in Spain in April, 2024. It was created for the brand: Heineken, by ad agency: LePub. This Experiential, Film, and Integrated media campaign is related to the Alcoholic Drinks and Public Interest industries and contains 1 media asset. It was submitted 18 days ago.


Sr. Director Global Heineken® Brand: Nabil Nasser
Heineken® Global Communication Director: Daniela Iebba
Heineken® Global Digital Director: Rob van Griensven
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Communication Manager: Lizzy Wakkie - van de Venn
Heineken® Spain Marketing Director : Lucia Lopez-Rua Paramo
Heineken® Spain Marketing Manager: Veronica Sica
Heineken® Spain Marketing Manager: Lourdes Díaz de la Hera
Heineken® Spain Brand Communication Manager: Bianca Michilena Tavares
Global CEO Global, CCO Publicis Worldwide: Bruno Bertelli
Global CCO: Cristiana Boccassini
CCO: Mihnea Gheorghiu
Global Executive Creative Director: Andrey Tyukavkin
Global Executive Creative Director: Eoin Sherry
Creative Director: Marie Poumeyrol
Associate Creative Director: Valentino Borghesi
Associate Creative Director: Geo Joseph
Associate Creative Director: Fernando Dominguez Kelly
Junior Art Director: Vincenzo Russo
Global Client Service Director: Shirine Aoun
Group Account Director: Luigi Palma
Account Director: Gonzalo Gutiérrez Gauna
Group Strategy Director: James Moore
Strategy Director: Adam Lotz
Strategic Planner: Martina Rinciari
Head of Digital Production: Vittorio Cafiero
Digital Producer & Project Manager: Kejsi Haxhi
Global Head of PR & Communication: Isabella Cecconi
PR Manager: Eleonora Botta
Chief Production Officer: Francesca Zazzera
Producer: Cinzia Morandi
Art Buyer: Caterina Collesano
Production Company: Prodigious Italy
Executive Producer: Alessio Zazzera
Director: Olivier Richomme
DP: Tommaso Terigi
Producer: Alessia Pietromarchi
Editor: Claudio Roveda
Grading: Luca Parma
Online video: Prodigious
Sound design: Opera Music
Music: Also Spratch Zarathustra by Straus (Opera Music)

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