We worked with the Western Bay of Plenty District Council (WBOPDC) to introduce a new rates-funded kerbside collection initiative launching mid 2021.
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.
Campaign Strategy | Campaign Messaging | Campaign Creative | Photography | Videography | Illustrations | Website | Advertising – Digital, Print, Radio | POS / Community Signage and Bin Stands | Truck Signage
Join the Kerbside Collective
It has been proven that council-led waste collection programmes encourage far greater levels of recycling. This insight drove our strategy to remind ratepayers that it takes a true team effort to make the community greater.
Our campaign strategy invites Western Bay communities to be part of something bigger than themselves – by joining the Kerbside Collective for a better planet. By calling it the Kerbside Collective, the landfill issue is presented in a positive way – as something within our collective control.
Keepin’ it real
Environmental in approach, campaign photography highlights both the characters and environments within the Western Bay of Plenty. It is reflective of the region and its people, with a real, approachable, everyday authentic Kiwi feel.
Campaign 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. This cartoonish style carries through to the design of various scenes and characters to represent both the urban and rural customers.
A vibrant colour palette ties everything together, gives the campaign a fresh feel, and complements the portrait-style campaign photography.
Our launch campaign creative takes a lighthearted approach to a serious issue – centering around a rallying cry of getting ‘binfit.’ This workout reference is paired with a humorous take on training for the biggest challenge we face – improving our waste line and reducing the landfill bulge.
Let’s get together, grab a coffee and throw some ideas around.