WOODS Agency 14 Western Bay of Plenty District Council - Kerbside Collective
Creative DirectorPhil Harris
Design DirectorSara Keranen Gramner
Team MembersStrategy Director: Stephen Finnegan, Kirsten Ogden, Danelle Bourgeois, Luke Thompson
ContributorsSam Baker, Paul Sutherland, Dave Recordon, Chris Clark
ClientWestern Bay of Plenty District Council
Welcome to the Kerbside Collective
We worked with the Western Bay of Plenty District Council (WBOPDC) to introduce a new rates-funded kerbside collection initiative launching mid 2021.
It has been proven that council-led waste collection programmes encourage far greater levels of recycling. In other words, we need to work together to improve the way we recycle. The insight drove our strategy to remind ratepayers that it takes a true team effort and each of them has a part to play in making the community greater.
Join the Kerbside Collective
As the initiative would increase the cost of rates for most people in the community, we needed to find a way to communicate all of the additional benefits of a council-led scheme in a clear and engaging way.
Our campaign strategy invites Western Bay communities to be part of something bigger than themselves – by joining the Kerbside Collective for a better planet.
The 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 – reducing our wasteline and the landfill bulge.
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.