From Tuesday, August 20, a big red cat hologram will surprise commuters in London Waterloo. The picture is evidently an image of HypnoCat, Compost Your Electricals ‘ bright, soft mascot, which will be lovingly leaping out at commuters, tail a-twitching and eyes a-swirling.

As electronic items spiral around him, apparently highlighting the tech items he wants everyone to recycle, the giant, 3-meter-tall red HypnoCat may be spotted pouncing on commuters and mesmerizing them. The state-of-the-art systems, provided by HyperGram, uses the latest lenticular technology, without the need for a camera or cups. 3-D items float in midair, making it impossible for HypnoCat and his message to be ignored. He’ll create recycling electricals spectacular for riders, holiday goers and shoppers.

In order to encourage people across the UK to take part in The Great Cable Challenge, the HypnoCat image will be introduced in the week leading up to International E-Waste Day ( October 14 ). This global strategy aims to address the thousands of unoccupied cables lying empty across properties by urging households, local authorities, retailers, schools and community projects to collectively compost 1 million cables. When wires and other electrical components are thrown away, this valuable material is always lost because at least 20 % of copper is present. Metal is an important part of everyday items we take for granted, including our clever technology, travel, medical products and our natural energy future.

Scott Butler, Executive Director of Material Focus said,” HypnoCat is out and about and larger than ever before! We hope he will persuade many more people to take action and join us in our recycling efforts in the lead-up to International E-Waste Day by using extraordinary picture technologies in this extraordinary physical way.

” Almost all of us have those old, forgotten cables at home – I have a box of cables under my bed that I’ve been holding onto just in case, but have n’t used them in months or are broken. However, we can reuse or reclaim that priceless copper that is currently going to waste by recycling them or giving them back. By recycling at least one cable, The Great Cable Challenge is a simple way for everyone to make a big, collective difference. The majority of people will be surprised at how simple it is to do.

As a nation of cat lovers, we all know that” cats rule” and this cat is no exception – he’ll be distracting commuters, and even a few dogs! With his tail twitching impatiently, and his voice booming, he’ll compete with essential train information. Under the large train time information board, HypnoCat in 3D will be accessible to passengers at Waterloo on August 20 through August 24.

Bailey Young, Director at DMG said”, Disturbed Media Group, an innovative agency at the forefront of immersive experiences, is proud to announce the showcase of its latest project in the UK, HyperGram. By making animations that appear to float in midair, HyperGram transforms traditional visual storytelling by utilizing state-of-the-art 3D holographic technology developed by our esteemed tech partner, Hypervsn.

It’s been a pleasure to bring Hypnocat to life, which seemed incredibly appropriate for what we were trying to accomplish this year. We look forward to the campaign’s outcomes and hope that London residents have a really enjoyable experience!

How can you participate in World E-Waste Day?
Anyone can take part in The Great Cable Challenge and make just one small change that will make a big difference. Simply bag up your cables and any other used, outdated electrical items you discover in your “drawer of doom” and use the Recycle Your Electricals postcode locator to find your neighborhood recycling or donation location.

To help local authorities, retailers, schools, and community projects across the UK take part in the challenge and inspire people to recycle their old cables and other small electricals, Material Focus has developed a campaign toolkit. If you would like more information then please email hello@materialfocus .org. uk.

Partners can either:

  • Set up pop-up cable collections in offices, universities, schools and community halls, to make it as easy as possible for employees, students or residents to recycle their household electricals and cables. A step-by-step guide is included with the toolkit for creating your own pop-up collection point ( for only household electricals, not business waste ).
  • Help promote the campaign using Material Focus ‘ communication materials, and raise awareness of electrical waste and encourage individuals, and local communities, to take action.