City of Helsinki

Seagull Trash Patrol

Campaign

Content Creation

Creative Planning

Digital Marketing

In a playful effort to tackle Helsinki's litter problem, we introduced the Seagull Trash Patrol—a hilariously absurd project that sparked conversations about the city's littering problem. By training seagulls to pick up trash (spoiler: they weren’t very good at it), we highlighted the serious costs of litter cleanup while adding humor to the discussion.

Starting point

Helsinki faces a litter problem that costs millions each year to fix. Many people don’t see the harm in tossing a single piece of trash, assuming it doesn't matter. However, they care when it comes to their tax euros, so we aimed to capture their attention with something memorable.

Approach

The Seagull Trash Patrol was our cheeky response to littering. With the help of an animal trainer, we showcased the ridiculousness of training seagulls to clean up. This not only amused but also made people think about the real costs associated with littering.

Impact

The campaign kicked off on May 1st in Kaivopuisto, an annual littering hotspot where people could meet our seagull mascots, Börje and Tuula. Through advertising, we engaged the community in a light-hearted discussion about keeping Helsinki clean. By mixing humor with a serious message, we shifted people’s perspectives on littering and inspired everyone to do their part in keeping the city beautiful.