New Zealand is famous for being clean and green. Unfortunately, in the lead up to the Rugby World Cup, this major city wasn’t looking that beautiful. Businesses were disposing of rubbish incorrectly and dumping waste illegally. Heart of the City, an organisation within Auckland Council that represents businesses in the Central Business District, wanted a cost effective way to change behaviour.

Idea

The mission was to get businesses in the city to clean up their act and get Auckland looking its best for the Rugby World Cup. They needed to be educated on correct disposal methods, correct times for collection and be aware that illegal dumping could attract fines of up to $25,000. Most importantly, they needed to start taking pride in their city and become interested in this low-priority topic of rubbish disposal.
While it may be impossible to make rubbish disappear, it could be made beautiful. So ordinary rubbish bags were redesigned with a green bush pattern.

When bin-bags were lined up on the kerb, they formed instant hedges.

The bags were delivered to businesses in a DM pack along with important rubbish disposal information.

Now the streets were lined with the more attractive and colourful bags, businesses could take pride in their city.

Results

With over 100, 000 bags distributed throughout the CBD, Auckland City was transformed overnight.
It created a natural momentum as the ‘Beautify Your City’ campaign was featured on the news several times, as well as being mentioned on hundreds of international websites and blogs.

The campaign has encouraged councils around the world to do similar things.
In Auckland, illegal rubbish dumping dropped by 78%. There was an increase in inquiries to the council on how businesses could improve their disposal methods. Proof that one simple idea can have a huge effect on an entire city.

Editor’s Comment

Sustainability isn’t just about saving paper to save trees to save the planet. It’s about changing behaviours to make the world a better place and in the coming years we are going to see new products and new brands which will change what we do and how we do it., The challenge is going to be to get people to take notice and to take action.

This campaign looks to me like a precursor of the sort of advertising we are going to need more of, ideas which gently tease people into recognising both the problem and its solution. You can’t wag the finger at people, you’ll only annoy them. And if you’re worthy you are also dull. But identifying exactly who you should be talking to, as in this mailing, and offering practical help with a bit of a smile, now that really might work.

Client: Heart of the city/Auckland Council

Product: Heart of the city

Title: A Rubbish Idea

Media: Ambient, DM

Country: New Zealand

Date: November 2010

Agency: Colenso BBDO

Creative Team

Executive Creative Director: Nick Worthington

Creative Directors: Levi Slavin

Art Director: Kia Heinnen

Copywriter: Zoe Hawkins

Creatives: Lisa Fedszyn, Jonathan McMahon

Production:

Agency Producer: Gabrielle Buckle

Designer: Renee Lam

Other:

Group Account Director: Lou Kuegler

Account Directors: Celeste Pulman, Marcelle Baker

Account Executive: Sarah Devonport