The Brand Agency creates WA’s first ever ‘Empties Day’ for Containers for Change

The Brand Agency creates WA’s first ever ‘Empties Day’ for Containers for Change

The high consumption of 10c drink containers over the summer period provided a key opportunity for Western Australia’s Containers for Change to target people who hadn’t used the state’s container deposit scheme before. To do this, The Brand Agency created WA’s very first ‘Empties Day’, encouraging people to save their containers and visit a refund point on January 29 to donate their refund to a charity or community group.


Nicola Brandon, Containers for Change Head of Marketing and Communications, said: “An estimated 420 million 10c drink containers will be sold in Western Australia between December and February. That provides a potential of $42 million in 10c refunds that can go directly to our state’s charities or community groups.”

The Brand Agency Business Director, Adrienne Devine, said: “WA’s inaugural Empties Day is a an easy way to help others with what otherwise might be thrown away.”

The campaign launched prior to Christmas through a series of content videos starring ‘Empties Dave’ across social media and YouTube. The initial long form videos introduced viewers to ‘Empties Day’, encouraging them to realise the potential of their drink containers by saving them from landfill over the festive season.

From mid-January, to remind people about the up coming ‘Empties Day’ social videos, outdoor cinema, statewide press, SEM, refund point materials, digital billboards and Air Ads futher promoted the opportunity for Western Australian’s to realise the potential of their used containers.

Dean Hunt, The Brand Agency Executive Creative Director, said: “It wouldn’t be holiday season without the clang of empty bottles and cans being poured into bins. Empties Day reminds WA families to save up their 10c containers, drop them off at a Containers for Change and donate the funds to a local cause.”



Client: Containers for Change
Nicola Brandon: Head of Marketing and Communications
Tess Hayes: Media and Communications Manager
Ellen Barry: Digital Communications Officer
Annabella La Pegna: Bought Media and Brand Activation (Secondment from The Brand Agency)
Jess Harmer: Digital Marketing Coordinator
Emily Carroll: Communications Project Officer
The Brand Agency
Executive Creative Director: Dean Hunt
Creative Director: Rua Perston
Copywriter: Dan Debuf
Art Director: Niall Stephen
Business Director: Adrienne Devine
Account Manager: Britta Fehn-Jeffery
Strategy Director: Emily Colman
Design: George Cooke, Janice Law, Elly Litton
Artwork: Julian Farnan
Media Planning Director: Kate Pugh
Media Technologist: Emma Bishop
Producer (King Street): Rylee Bannan
Content Creator (King Street): Mason Truong
Contend Director (King Street): Brayton Gillette
Music: Panda Candy

The Brand Agency creates WA’s first ever ‘Empties Day’ for Containers for Change The Brand Agency creates WA’s first ever ‘Empties Day’ for Containers for Change