SM Trash to Cash


SM Supermalls holds a bi-monthly open market where mall-goers can exchange their recyclables for extra income called the SM Trash to Cash program. But despite attracting millions of customers daily, only a few chose to participate in SM's environmental initiative.

To convince more shoppers to join, we had to give them a more relatable and compelling reason: more shopping. And so our message to them was simple- turn your rubbish into shopping money to buy more stuff you love.

The Work

Using black and white tessellation patterns and negative space, we showed common recyclables transforming into stylish clothes, shoes, and accessories. We placed these large-scale posters at the collection sites to encourage curious shoppers to bring their bottles, cans, and newspapers to these recycling stations, and exchange them for shopping cash.

Individual folios: Donna & Paulo