Have you ever seen those iconic junk cars collecting metal around Georgia? They’ve become a social media sensation, appearing in Coubs, memes, TikTok videos, and more. But while these cars symbolize a quirky aspect of Georgian culture, the reality is that plastic waste is a pressing environmental issue, with each citizen producing an average of 42.6kg of plastic annually. So, what if we could harness the power of the junk car phenomenon for good?
Enter TENE, Georgia’s first-ever recycling company dedicated to tackling plastic waste. Instead of collecting metal like traditional junk cars, TENE came up with an innovative solution – the Plastic Junk Car. This unique vehicle not only raises awareness about environmental issues but also introduces a new culture of collecting and recycling plastic into the everyday lives of Georgian people.
The results of TENE’s Plastic Junk Car campaign were nothing short of remarkable. In just the first week, they managed to collect a staggering 10 tons of plastic. Not only that, but the campaign also led to a 500% increase in interaction with the TENE brand. What’s even more impressive is that they achieved all of this without spending a single dollar.
But the success didn’t stop there. As word spread about the Plastic Junk Car initiative, people began requesting TENE to visit their neighborhoods with the junk car. And then came the ultimate validation – TENE won an EU tender, securing funding to purchase what they now affectionately call the Plastic Junk Truck. With this new vehicle, TENE plans to take their recycling efforts nationwide, continuing their quest to rid Georgia of plastic waste.
The impact of the Plastic Junk Car campaign goes beyond just numbers. By engaging communities and sparking conversations about recycling, TENE is paving the way for a more sustainable future in Georgia. And with the support of initiatives like this, we can all play a part in preserving our planet for future generations.
Published in Georgia in May 2023, the Plastic Junk Car campaign by Tene, in collaboration with ad agency Leavingstone, demonstrates the power of creativity and innovation in addressing environmental challenges. Through experiential, integrated, and outdoor advertising, TENE’s initiative has not only raised awareness but also inspired action, proving that small changes can lead to big results in the fight against plastic pollution.
