Ciudad Verde BA
Public Awareness OOH Campaign
Client
GCBA — Concept
Category
Public Sector
Format
OOH Posters
A spec campaign designed to increase recycling participation through clear, street-level messaging — using familiar Buenos Aires language and everyday objects as visual heroes.
Creative Platform
"Everyday choices build a cleaner city."
Replace guilt-driven environmental messaging with practical clarity. Use familiar objects, direct instructions and visual metaphors that explain the behavior in seconds — not paragraphs.
Campaign Executions
POSTER 01 · RECYCLING SEPARATION
Original (Rioplatense)
LO QUE SEPARÁS HOY,
VUELVE MAÑANA.
English Adaptation
What you separate today returns tomorrow.
"Every bottle, carton and can you separate gets a second life. It doesn't disappear — it transforms. But only if you make it possible. Green for recycling. Black for the rest. Simple as that."
Strategic Note
Frames recycling as visible future value, not sacrifice. The cause-effect structure makes the citizen the protagonist — not the villain. The voseo form creates direct, personal accountability without guilt.
POSTER 02 · REUSE HABITS
Original (Rioplatense)
REDUCIR EMPIEZA
POR REUTILIZAR.
English Adaptation
Reuse is where reduction begins.
"The best way to care for Buenos Aires is to reuse what we already have. Bring your own bag. Use a reusable cup. Choose what lasts."
Strategic Note
Lowers sustainability to simple, daily choices — before the waste is even created. The image communicates the message before reading a word.
What This Project Demonstrates
OOH Copywriting
Headlines readable at street speed — fast, clear, memorable
Behavior Change
Messaging designed to shift habits, not just inform
Cultural Intelligence
Rioplatense voseo, local civic codes, Buenos Aires context
Bilingual Adaptation
Spanish originals adapted to English with creative intent, not literal translation
