Social Good Award

WOODS Agency 28 Western Bay of Plenty District Council - Kerbside Collective

Finalist
2021 Social Good Award
Credits
  • Pou Auaha / Creative Director
    Phil Harris
  • Ringatoi Matua / Design Director
    Sara Keranen Gramner
  • Ngā Kaimahi / Team Members
    Strategy Director: Stephen Finnegan, Kirsten Ogden, Danelle Bourgeois, Luke Thompson
  • Kaitautoko / Contributors
    Sam Baker, Paul Sutherland, Dave Recordon, Chris Clark
  • Client
    Western Bay of Plenty District Council
Description:

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.


Thinking

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.

Concept

Get Binfit

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.

Execution

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.