Western Australia Return Recycle Renew launch DON’T FEED THE FILL campaign via The Brand Agency

Today sees the launch of a new brand campaign for WA Return Recycle Renew (WARRRL), the not-for-profit organisation established to create and run our state’s container return scheme – Containers for Change.

Tim Cusack, CEO, Containers for Change said, “Since Containers for Change launched on 1 October 2020, more than 635 million containers have been saved from landfill and turned into new bottles and other items. However, we need to do more. With more than 600 million containers still destined for landfill this year landfill, $100 million of potential for consumers and community groups – potential to do good – is literally buried. In order to affect real change for a greener future, we need to see a behaviour shift in all Western Australians, which is exactly what this campaign sets out to do.”

The Containers for Change scheme provides the opportunity for every Western Australian to be a hero, saving our planet through positive action.

And what provokes a hero to act? A villain. So, we made a villain out of landfill and invited the people of WA to stop feeding it – “Don’t feed the fill.”

The campaign launched with a teaser in large outdoor formats, press and radio, with statements like “The monster will be revealed 25.08.21” and “The monster is bigger than you think.”

This led into the launch and the reveal of our landfill monster being challenged by our gang of Container Savers and the message, “We can beat it, if we don’t feed it”.

At the heart of the campaign is a long format animation which tells the story of the potential lost by a 10c container being thrown away, and how it could live another life when it’s saved and recycled through a refund point.

Shorter versions of the animation communicate the supporting messages, ensuring consumers know which containers can be returned, ways for them to collect and how to return their containers and receive the 10c refund. The campaign is extensive and runs in multiple versions across cinema, TV, YouTube, out-of-home, radio, digital ads, SEM, a bespoke website landing page, social media, street furniture and at the refund points themselves.

The Brand Agency worked with some of the states’ best talent including new music composition company Panda Candy, animation studio Zac Creative and actor Meyne Wyatt. Written by Brand Agency copywriter Dan Debuf (creator of The Spud King musical of Perth Fringe fame) and art directed by Nate Teoh, the campaign is created by Western Australians, for a Western Australian organisation to make change in Western Australia – a true local collaboration.

Nicola Brandon, Head of Marketing and Communications, WARRRL said “The Brand Agency is a trusted partner and has become almost part of our organisation, with both teams working as one throughout the development of this campaign. The strategic process was far reaching and involved extensive research and stakeholder engagement. The insights generated provided the impetus for a new creative platform for WARRL that we are very proud of. The fact that it was created using local expertise and talent makes it even more special.”

The Brand Agency Executive Creative Director, Dean Hunt said “Seeing this campaign evolve, grow, flex and stretch from inception to completion has been inspiring. The extra effort, passion and collaboration shows just what can be achieved when clever people work together for a good cause. A huge thanks to the whole team at WARRRL– amazingly respectful relationship, your ambition and trust is awesome, and our way-too-talented production partners in Zac Creative and Panda Candy – your skills and hard work appreciated. Big ups to Nate, Dan, Ads and the whole integrated team at The Brand Agency. Very proud.”

Adrienne Devine, The Brand Agency Business Director added, “This is a wonderful cause and a great campaign to have been involved with. The teamwork and passion that has gone into this campaign is obvious in the quality of the end-product. Don’t feed the fill will hopefully become part of the vernacular of Western Australia!”