Zero Waste campaign kicks off with Scots agency trio
Story, Golley Slater PR and Whitespace are launching the Scottish Government’s Zero Waste Recycling campaign today, which will run until the end of January, includes TV, radio, online, outdoor, PR and field marketing.
The campaign’s proposition “Recycle more and give more things another life” is communicated by bringing everyday household objects to life.
Recyclable items, such as cereal packets, egg cartons and glass bottles come to life using a mix of live action and CGI animation.
A 40 second TV ad will show on STV, Channel 4 and Channel 5 Scotland, as well as a 20 second cut down version for STV player and 4OD.
Three 30 second radio ads will be broadcast across all local Scottish radio stations. Outdoor features 96 sheet, 48 sheet and supermarket six sheet ads as well as a lenticular ads.
These all drive people to the website www.sort-it.org.uk and the campaign characters are also supported with an online presence too.
Roadshows, events, media relations and competitions throughout Scotland are also planned. The campaign targets the Scottish public, focusing on those already with an interest in recycling, but who could do more.
Pauline Lamb, Scottish Government campaign manager commented: “The Scottish local authorities offer a range of facilities to help people recycle their waste easily and efficiently. Our campaign promotes the benefits of recycling more waste, more often, with the ultimate objective of moving towards a zero-waste Scotland.
Dave Mullen, creative director at Story added: “We wanted people to think differently about how they view rubbish. This campaign simply and clearly shows that the contents of a bottle or jar might be finished but the packaging can live on and on in other guises.”
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Comments
I see they have recycled this old chestnut of an idea.
Looking at the still: "Ow gawd, another 'brought to life' pack with goggly eyes."
(see 12:33)
Looking at the VT: "Does the job actually." Sure there were better ideas put down somewhere along the way and sure it's not a gonger but this works to be fair.
Standard paint-by-numbers crap Scottish Government ad.
You lot sound green with envy. Agree with 12:37. It is OK.
Does exactly what it says on the tin... box... glass... paper etc.
Ignore the moaners.
This is good work that effectively delivers the message.
Rubbish!
Idea is fine, but the execution looks cheap and the dialogue is very corny in places.
Corny, That'll be the cereal box your talking about? I think it is good.
I think it's pretty well done - script and voice artists are a bit of a cheese pot but animation is nice enough. Good to see client and all 3 agencies managed to get a mention while the production company / animators get ignored. Same old Story!
Here's how advertising works mate - almost all the ads you see don't tell you anything new - they just try and tell you something you already know in a different and entertaining way i.e. this beer is drunk by blokes like you, chocolate is tasty, we sell couches etc etc etc - to slag it for not telling you something new is naive and displays an ignorance that is breathtaking - BTW I ain't defending this, I think it's shit.
Woah. This is a tough focus group.
The point of difference for most products is the advertising. Trying to find a USP is all pretty fifties. For arguments sake, take the classic VW price ads (putting padding on the scaffolding etc). Are these ads telling you something new? Of course they're not. As with many things when it comes to ads it ain't what you say it's the way that you say it.
My point still stands. It's not the actual message of the ads (VW is 10 grand) that's different. It's the way that it's told that makes it a great ad. Should probably give some credit to the planners too.
'Good to see client and all 3 agencies managed to get a mention while the production company / animators get ignored. Same old Story!
Perhaps because they went to London with a Scottish Gov job.
18.51, 18.33, 17.04
If I agreed with you we'd both be wrong.
Is there only one female V/O person in scotland?
comments
No doubt this had to tick loads of planning/policy/research boxes - with the script evolving constantly - and yet it still delivers a coherent message in an watchable, moderately entertaining way. No mean feat. So well done to everyone involved - including the unnamed animators.
Daniela Nardini was sick, so she couldn't do the VO. Although that's possibly because she has got a 'golden handcuffs' deal with Newhaven.
a load of rubbish...
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