McDonald’s doesn’t want to be seen as a major polluter but it has to rely on single use packaging. Dilemma. TBWA\Neboko is helping the chain to overcome it with an upcycling idea that sparkles. It is turning its discarded packaging into an exclusive jewellery collection.

Yes, McDonald’s in the Netherlands has launched a limited-edition collection of 14-carat gold and gold-plated jewellery made from real litter, including earrings made from French fries sauce containers and a ring from a Big Mac box.

The only people lucky enough to have the chance to wear these pieces of bling will be those who put their waste in the bin.

The gold items have been produced by Dutch family business, De Vaal, which has six generations of experience of turning litter into jewellery, working with experts, Lars Jonk and Yvette de Bruijn of Bronze Special Art, also based in the Netherlands.

The idea is being promoted by in-store posters and a 30-second Litter and Glamour TVC, featuring paparazzi and a fur-coated wannabee vying for the attention of a customer who throws her rubbish in a bin, before claiming her glamorous prize.

Darre van Dijk, chief creative officer for TBWA\Neboko, stated, “Turning seemingly worthless items you find in the streets into valuable jewellery is very disruptive. Especially when you stimulate people to throw away their waste into a bin—and have the chance to win it back as a limited collection of McDonald’s jewellery. Now that’s how you encourage good behaviour.”

The campaign will run across the Netherlands until September 12. To enter the competition, customers must throw their trash into a special golden bin in participating restaurants. Those who do so become an automatic participant. Staff at the restaurants then decide on the winners.