Bin the worst of 2011

Background

FCC is a Spanish company that manages municipal services provided by the city, including waste collection.

The objective of this campaign was to ensure people knew who actually provides this service, bringing FCC closer to citizens.

2011 was the year that the economic crisis most noticeably affected Spanish citizens, on top of an unemployment rate of over 20% and risk premiums rising out of control.

FCC wanted to: - Leverage the year's farewell as an 'excuse' for the brand to communicate with the general public. - Communicate its new positioning 'FCC Citizens Services', much closer and committed to citizens' needs.