For the Department of Water and Environmental Regulation, a new campaign which launched this week is set to reframe how the public go about sorting their waste.
The strategy aims to position the landfill bin as the last place we should think about placing our waste. The overarching creative theme for the campaign is ‘Be a GREAT sort. Landfill is the last resort’.
The campaign uses 5 different illustrated characters to demonstrate the different target behaviours around the home.
“In order to help the public remember what these five (equally important) behaviours are, we created the memory device of an acronym ‘GREAT’”, said Creative Partner, Adam Barker.
“By assigning each of these letters to a different character, we were able show that this is a matter of both individual and community responsibility.”
Gatecrasher MD, Tony Scampoli said “We’ll be excited to see attitudinal and behavioural shifts in the coming year. This campaign process has been a great case study about being able to work effectively and collaborate as a client/agency team without a single face-to-face meeting throughout the entire campaign process, including the pitch itself.”
Account team: Tony Scampoli, Melanie Goh
Creatives: Adam Barker, Lori Canalini, Henry Billington, Dan Triscari
Planner: Antoni Buccini
Video production: Stir Fry Content Kitchen
Producer: Anouk Ratnawibhushana
Animation/Illustration: Cameron Aitkenhead
Clients: Marcelle Broderick, Aaron Compton, Jill Downard, Cara Williams, Riana Young (consultants) Rod Killick, Colin Ashton-Graham