Clemenger BBDO, Sydney launches ad campaign in lead-up to Keep Australia Beautiful Week

Keep Australia Beautiful Week kicks off on August 22nd with the support of an integrated campaign from Clemenger BBDO Sydney comprising print, posters and an ambient PR stunt to highlight the impact litter has on our oceans and other waterways.

Says executive creative director, Paul Nagy: “The brief was to create a link in people’s minds between the rubbish they drop on land and the trash that spoils our beautiful waterways – because so often one becomes the other. Each element of the campaign tackles different issues surrounding this problem.

“Our Where does your rubbish go? print campaign uses several executions to highlight that the urban environment where you might throw a cigarette butt, a coffee cup or a chip packet is just like throwing it into our beautiful waterways.

“Our Dropped on land, kills at sea print campaign, highlights the fact that while Australia has some of the largest and most deadly marine predators on earth, rubbish is a deadly marine killer we almost never think about.”

Says executive creative director, Michael Spirkovski: “We met the Keep Australia Beautiful client through a joint project with Hungry Jacks, and have found them to be a client who genuinely understands the importance of simple, high impact communications to deliver a behavioral change in our target audience.”

The Hungry Jack’s ‘Bag it and Bin it’ program is Principal Sponsor of Keep Australia Beautiful Week with restaurants around the country featuring themed tray liners to remind the public of the need to dispose of their packaging waste responsibly.

CHIP PACKET

Executive Creative Directors: Paul Nagy & Mike Spirkovski

Retoucher: Lightfarm – Denny Monk

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