We worked with the Western Bay of Plenty District Council (WBOPDC) to introduce a new rates-funded kerbside collection initiative. As the initiative would increase the cost of rates for most people in the community, our challenge was to communicate all of the positive benefits in an engaging way.
Join the Collective
Our campaign strategy invites Western Bay communities to be part of something bigger than themselves – by joining the Kerbside Collective. Through this engaging naming device, the landfill issue is presented in a positive way – as something within our collective control.
Authentic slice of life imagery
Campaign photography is reflective of the region and its people, highlighting both the authentic characters and environments within the Western Bay of Plenty.
Illustrations highlight the scale of what can be achieved when working together – using a whimsical style to compare tonnes of diverted waste to common mammals such as cows and elephants.
A vibrant colour palette ties everything together, giving the campaign a fresh feel, and complementing the portrait-style campaign photography.
Our launch campaign takes a lighthearted approach to a serious issue – centering around a rallying cry of getting ‘binfit’ and training for the biggest challenge we face – improving our waste line and reducing the landfill bulge.
One year on from its launch, The Kerbside Collective has managed to divert twice the amount of waste from landfill than initial projections indicated.