Some campaigns give good in many ways. AMV BBDO’s Rentals for Rubbish is one. Decathlon customers in the UK can pay to rent bikes, paddleboards, camping gear and more by collecting rubbish during September. The environment gets healthier. People get healthier (both before and after they rent). World Cleanup Day gets a boost.
The campaign coincides with World Cleanup Day, September 20, newly recognised on the UN Calendar of International Days in 2024. Rentals for Rubbish rewards customers for cleaning up their local areas by offering money off rentals on a range of sports equipment, including bikes, paddleboards, and camping gear. The campaign includes a partnership with Planet Patrol, a non-profit organisation focused on environmental action and data collection, particularly the protection of the UK’s waterways and blue spaces, and was developed by AMV BBDO as part of Decathlon’s Ready To Play? platform, launched earlier this year.
Participants simply collect litter in their local areas, record their findings in the free Planet Patrol App, and then dispose of it responsibly at home or through local recycling facilities. The more litter collected, the greater the discount on rental gear achieved.
An official partner of World Cleanup Day, Decathlon hopes to collect 5,000 pieces of litter within a two-week period, encouraging communities across the UK to work together toward a cleaner planet. The large-scale collection, combined with the logging of litter locations through Planet Patrol, will contribute essential data needed to protect green spaces and keep our shared playgrounds clean.
A pop-up store in London, on Saturday September 21, kicked off the initiative and aims to inspire people to actively participate in caring for our shared environment. The eco-friendly space, designed by Beautiful Wonder, is made entirely from recycled cardboard and acts as a hub for customers to rent equipment for FREE in exchange for rubbish they’ve collected.
Izabella Angelova, global brand marketing leader at Decathlon, commented, “Sustainability and circularity are at the core of Decathlon’s mission, and ‘Rentals for Rubbish’ exemplifies our commitment to making sports more accessible while protecting the environment. Alongside our rental services, we offer repair, buyback, and Second Life programs to extend product lifecycles and reduce waste. We’re exploring opportunities to expand this initiative globally next year as part of our ongoing sustainability efforts.”
AMV BBDO creative directors, Jack Smedley and George Hackforth-Jones, added, “Decathlon makes sporting equipment to be enjoyed in the great outdoors, but too often the spaces we play in are spoiled by litter. Rentals for Rubbish is all about reminding people that nature is everyone’s playground and it’s up to all of us to keep it clean.”
Customers can register interest and find out more information here. Explore Rentals for Rubbish here.
Credits:
Client: Decathlon
Global Brand Marketing Leader: Izabella Angelova
Creative Agency: AMV BBDO
Creatives: Dal Almeida & Mike Hughes
Chief Creative Officers: Nicholas Hulley & Nadja Lossgott
Executive Creative Director: Laura Rogers
Creative Directors: Jack Smedley & George Hackforth-Jones
Creatives: Dal Almeida & Mike Hughes
Planners: Joe Smith & Rebecca Brett
Account Leads: Bruna Bechelli, Pink Kitsawat & Kenza Chakib
Agency Producers: Ian Whittle, Maggie Scriven & Josh Clark
Designers: Dian Sofia & Frankie Leeks
Production: Beautiful Wonder, Planet Patrol, OCD Studio & StudioBEAM
