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City of Gatineau promotes new Blue Boxes

LXB Communication Marketing of Montreal has created an advertising campaign to promote the new large format recycling Blue Bins used by the city of Gatineau, QC. The campaign consists of radio, newspaper, poster and online advertising. "Since this is a mainly French campaign, the idea of the BB, pronounced bébé in French for a play on words with a baby, came to us quickly and we immediately recognized its communication potential," said Pier Lalonde, senior creative director at LXB. "We are not talking about a simple recycling container or bin any more, but rather about a baby. The BB axis allows us to create an emotional, amusing link between the citizen and his bin." The creative uses copy such as, "Hello BB, how's everything rolling," "Thousands of BBs born in Gatineau" and "Recycling, a BB's game."

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