McDonald’s Upcycles Patrons’ Leftovers Into Shimmering 14K Gold Jewelry

When you head into McDonald’s to grab a seven-piece collection, you’d more likely expect to receive golden fries, not jewelry. But that’s exactly what the fast-food chain’s Netherlands output has done with its latest creation: taking one person’s trash to make another’s treasure, AKA litter jewelry.

Waste left behind in McDonald’s restaurants have been transformed into a shimmering lineup of 14-karat gold ‘Litter and Glamour’ pieces, an idea the brand developed in collaboration with advertising agency TBWA\NEBOKO.

Of course, the bling—which appears “crushed” as if it’s about to be disposed—is designed to resemble the brand’s ubiquitous packaging, including a Big Mac box, French Fry container, and a to-go cup with crystallized straws.

According to Highsnobiety, this eccentric campaign by McDonald’s Netherlands isn’t just for show, but rather, hopes to encourage customers to clean up after themselves instead of leaving their litter behind when dining at its restaurants. 

Customers visiting McDonald’s outlets in the Netherlands can stand a chance to win a piece from the glitzy collection by throwing their trash in participating outlets’ gold trash bins. Exchanging trash for 14k gold? Not a bad deal at all.

[via Highsnobiety and The Stable, images via TBWA\NEBOKO]