Keep Australia Beautiful Week kicks off with new radio campaign via Clemenger BBDO Sydney
Keep Australia Beautiful Week kicks off its 2012 marketing with a radio campaign by Clemenger BBDO Sydney, featuring people live-calling service companies in an attempt to get picked-up from the side of the road in the middle of nowhere.
The spots, which end with the line ‘It’s hard enough for you to get picked up out here let alone your rubbish’, have callers trying to be collected from remote highways, highlighting the fact that if something is left out there it’s likely to stay there.
Says Peter McLean, national executive officer, KAB: “This year the annual Keep Australia Beautiful National Litter Index has indicated that highways and roads are second only to industrial sites in terms of litter volume. Tens of thousands of tons of waste in the form of drink cans, water bottles, takeaway wrappers, cups, cigarette butts, newspapers and magazines are found on our highways. The seven billion or so cigarette butts alone could circle the earth around 4.4 times – not to mention all the other waste material. KAB Week is a great opportunity to draw attention to this problem.”
KAB is Australia’s leading community-based, not-for-profit litter prevention organisation, and the spots will be airing on local and national radio stations in August 2012, leading up to and during Keep Australia Beautiful Week.
These will be accompanied by ‘Litter Launch’, an educational tool for primary school teachers (pictured) also created by Clemenger BBDO, designed to get children playing with their rubbish in order to clean up their schools.
The Hungry Jack’s ‘Bag it and Bin it’ program is the principal sponsor of Keep Australia Beautiful Week, and will be targeting customers with the anti-litter message to remind them of the need to dispose of their packaging waste responsibly when on the road.
Pick-Up Radio:
Client: Keep Australia Beautiful
National Executive Officer: Peter McLean
Publicity Manager: Lara Shannon
Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Creative Director: Rebecca Carrasco
Art Director: Andrew Chu
Copy Writer: Ryan Albuino
TV Producer: Katrina Morelli
Sound Engineer: Anthony Tiernan
Group Account Director: Justin Cox
Senior Account Manager: Claire Tritton
Litter Launch:
Client: Keep Australia Beautiful
National Executive Officer: Peter McLean
Publicity Manager: Lara Shannon
Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Creative Director: Rebecca Carrasco
Art Director: Simon Hayes
Copy Writer: Giles Clayton
Head of Craft: Tim McPherson
Head of Art: Michael Dole
Illustrator: Gee Hale
Print Producer: Adrian Jung
Group Account Director: Justin Cox
Senior Account Manager: Claire Tritton
11 Comments
Live calling? Really? Really? Would have been good 9 years ago, actually it was when it won the CD gold at One Show. C’mon Clems, lift your game.
The art direction from the recent Telstra portable wifi campaign.
*Don’t work at Clems, just hate all you naysayers. Get ready for a rant:
@meh Everything’s been done. Get over it, it’s an ad for people first, juries second. Third, you’re a twat.
@Stolen Yeah, and they stole if from every manga ever made. Good thing schoolkids aren’t the same audience as Telstra wi–fi. Even better they aren’t as sour and jaded as you.
I think from now I’m going to hate on haters until everyone stops commenting altogether.
Reminds me of the campaigns we used to see when I was a kid back in the 80s. Subject matter was a little different tho… “If you find a syringe, give it to your parents so they can smack up the remaining poobabble in there”.
Kids can do our tax returns these days, no reason to treat them the same way we were as kids.
Sadly, I have to go with “Retro” (above) on this one, it’s a bit 80s.
The illustration style is hardly deserving of the manga description, and while the thinking is certainly sound – make the collection of rubbish a fun activity for kids – this veers slightly to the wrong side of patronising. They are indeed smarter and more discerning than a lot of people give them credit for.
And thirdly, I’m a twat.
Hey, nice radio. (meh, to say live calling is an idea is a bit of a what the…, it’s like saying photography is a print idea that’s been done before, or retro/manga illustration is an idea – they’re executional elements not ideas, the idea is something else you would hope, and in this case methinks its about trying to get picked up, which I reckon works pretty nicely.) Anyhoo, well done Perth brothers. Smells of metal to me. For what its worth I like the school game too… if it really goes to teachers to do for real its more of a problem solver than an ad…which is different, in a good way. We miss you boys and congratz on your gold lion. Fuckers.
…yes and no, Hornet.
The live call-in gag can run, & has run, the risk of getting overused. It was good when it was new (earliest by HHCL London, as far as I know), but a ton of people have been there and done it…it may be an execution, but by now it needs to be executed, in a followed-by-burial kinda way.
But if Mr Reg Punter likes the spots and rubbish gets lessened, job done and more power to the campaign.
Hornet – agree. I retract my comment about art direction. It’s probably more the copy, it assumes kids actually give a shit and want to play some dumb-arse game. We didn’t give a shit then, and we didn’t have iPhones and all the other cool shit they have now.
In fact, my only toy was a stick. Sometimes, when it was rainy, it was a wet stick, but soon enough it would be just a regular stick again. Wanna play a garbage game? No thanks, got my stick. I’ll just stick with my stick thanks advertisement.
Hey I like this stuff. I wouldn’t worry about the gag comment someone has just missed the point -its obvious they’re real calls to actually show how hard it is to get collected there…a far cry from a mr Wong Numbar… Plus the whole stick thing-Really??? Well done guys its good work.
Wow this is bad! Creative overthink. Simple problem. Litter. Who could be arsed to wade through this rubbish. Too hard.
Hey congratz on best experiential for this work guys, don’t listen to the haters…some people just like to hate…clearly the people who count get it
Nice