The Films on Fridges project is a very interesting innovation created entirely by a group of volunteers. The volunteers created an outdoor cinema whose screen is made entirely from fridges.
The 'Films on Fridges' project was a response to the city of London cleaning up the world's largest fridge pile in preparation of the Olympic games; the pile of fridges had gained notoriety when people realized that it could be seen from Google maps. This is a phenomenal project that repurposes waste.
Implications - The eco movement has sensitized consumers to what they consider to be waste. The Films on Fridges project is a prime example of how consumers are eager to have objects repurposed rather than discarded. Companies should take this into consideration when pitching products to this group.
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