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Amsterdam Metropolitan Area launched a unique creation, Gumshoe, which is a range of 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.


Advertiser: Amsterdam Metropolitan Area

Brand: Gumshoe

Creative Agency

Creative Agency: Publicis One Netherlands (Publicis, Leo Burnett, MSL)

Copywriter: Daniel Ashkol

Art Director: Jonathan van Loon

Production Company

Director: Virgill Barron


Post Production: Post Office


Edit & Sound: Good Sounds


Technology Lead: Gum-Tec, Anna Bullus

Shoe Brand: Explicit Wear

Shoe Designer: Garezi Septara & Shaquille Gunther

Designer/Photographer: Dave Fransen

Category: Corporate and social