After increasing its investment in street cleaning and rubbish collection and implementing its Action Plan for Improvement in Cleanliness, the Huelva City Council and PreZero set themselves the goal of taking the great quality leap in the service that had been called for in order to ensure quality of life and the city’s good image.

They also set out to pursue a new image for the service to showcase it, seek the collaboration of the people living in the city and raise awareness about caring for it, including the proper use of litter bins, the pick-up service for furniture and other large items, and the use of bags to pick up dog droppings. 

The first thing to do was to look for a name for the service that would work as a simple, familiar concept for communication that could be declined into campaigns. In order to connect with the inhabitants of Huelva, we wanted to appeal to their pride in the city, imagine them beaming with satisfaction about the clean Huelva that everyone wants. And that is what this service is for. When our neighborhood is spic and span, it’s a sight for sore eyes, a joy to go for a walk there and take in the experience. So “Objective Impeccable Huelva” was conceived as a result of that common desire.

From there we built a gentle, complicit and fun campaign that was equally direct and incisive, and made an appeal for participation to keep the city clean. In addition, we called on Cinta Arribas to do the illustrations, which we love. And it turns out that her mother is from Huelva. It was her mission to uplift the meaning and sharpen the intent of each message, and she did so with simplicity and irony. 

In the second phase, the idea is to take a less common approach and refer back to what we did several years ago for Madrid. New signage for the city of Huelva will give rise to a lasting campaign and be understood as part of the normal urban landscape to remind us of the big difference that a bit of effort can make.