BACKGROUND: Since 5 July 2021, the National Environment Agency (NEA) has been collecting old shoes to be converted into granular material that can be used to make running tracks, fitness corners, playgrounds and other sports infrastructures. Members of the public can simple drop their shoes into permanent collection bins at ActiveSG gyms, public parks, etc.


INSIGHT: By helping the public visualise the possibilities of what their old shoes could be turned into for the greater good, we appeal to them to contribute towards building a more sustainable future for Singapore.


IDEA: We created a set of simple yet bold key visuals that are composed of tiny images of old shoes. These tiny images form the granular details of a bigger picture – the various sports infrastructure that could be built using the materials recycled from donated old shoes.

By helping our audience visualise the future possibilities of what can be achieved if they contribute to the recycling programme, we ingrain a simple yet profound message in them: The whole is greater than the sum of its parts, and the seemingly small part that you're contributing can go a long way towards a better, sustainable future.