Amsterdam Metropolitan Area recently launched a unique creation Gumshoe , a range of sneakers with soles made from chewing gum taken from the streets of Amsterdam. Conceptualized by Publicis One's agencies (Leo Burnett, MSL and Publicis), the initiative aims to improve the city's image and reputation with cleaner streets and raise awareness of the chewing gum littering problem. Every year, about 1.5 million kilos of chewing gum finds its way on to the streets of the Netherlands. Cleaning the gum costs the Dutch municipalities millions of euros. Publicis One Netherlands and Amsterdam Metropolitan Area decided to turn this unwanted garbage into something useful. Working with a specialized company, Gum-Tec , the streets' chewing gum waste is turned into a compound which are then used as material for soles of the sneakers which are designed by up and coming local label, Explicit Wear.
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