Clean Up Australia launches inspiring outdoor campaign via Cummins&Partners, Sydney
Cummins&Partners Sydney has launched a new outdoor campaign for Clean Up Australia today.
Traditionally campaigns have focused on the negative impact of garbage on our environment, but this campaign takes a different tack.
Says Tom Martin, ECD, C&P Sydney: “Instead of showing garbage everywhere and trying to guilt everyone into picking it up this Clean Up Australia Day, we thought, why not inspire people to get involved – by showing the positive consequences?”
With simple striking visuals, the campaign doesn’t focus on rubbish, but instead what happens after the clean up, when nature again manages to get a foothold where the garbage once was.
Says Ian Kiernan AO, chairman and founder, Clean Up Australia: “This campaign is a simple demonstration of the benefit of getting involved. So often we paint this picture of neglect. It’s refreshing to show people the answer instead of the problem.”
Almost 300,000 volunteers turned out on the first Clean Up Australia Day in 1990 and that involvement has steadily increased ever since. In fact, in the past 25 years, Australians have devoted more than 27.2 million hours towards the environment through Clean Up Australia Day and collected over 288,000 tonnes of rubbish.
The outdoor campaign will run in Sydney, Melbourne & Brisbane leading up to Clean Up Australia on the 5 -March 2017.
Cummins & Partners Sydney
Julian Schreiber/ Tom Martin – ECD
Domenic Bartolo – Design Director/Creative
Avish Gordhan/ Mandie Van Der Merwe – CD
Rob Gordon/Julian Hartley – Creatives
David Flanagan – GAD
Olivia Etzine – Account Executive
Kirsty Muddle – Chief Innovation Officer
Clean Up Australia
Ian Kiernan AO – Chairman and founder
Terrie-Ann Johnson – Chief Executive
Daisy Kelly – Community Marketing Officer
The Pool Collective
Sean Izzard – Photographer
Jemma Douglas – Production Coordinator
Cream Studios Post – Production
27 Comments
Beautifully simple print. Nice work guys.
Lovely
Quite nice, but that’s the problem. Gentle, subtle and naive. AWARD School standard at best.
ahhhh poor Old CD Guy, might be time to step aside the Award school might be the future. I love these posters!
Im so inspired right now.
Nice visuals, but there’s more than just bottles littering the place.
Nice one dom!
I do like Cummins&Partners not so subtle stab at Coca-Cola Amatil who are arguably one of the greatest polluters on the planet. Stick it to em lads!
What role did the Chief Innovation Office play in these PRINT ADS?!?
Come on Cummins, we know you’re desperate to do some good work, but this isn’t it,and astroturfing won’t help change that.
Next.
AWARD students this is ok but it’s 3 versions of the same execution. Come up with a campaign for next weeks class.
Needs a line, and 2 different executions other than bottles.
Litter gives you crabs.
I believe the Chief Innovation Officer contributed by sharing this article.
I remember dom creating these at DDB Sydney more than 5 years ago.
Now cummin’s claims them now that Dom is there.
God, I love this industry we work in.
…..no I don’t.
nice idea.
doesn’t need any line
(maybe a web URL)
Very rarely agree with Old CD Guy, but reckon he’s pretty right on this one.
The work isn’t horrible by any means, but let’s not get carried away.
Just one more thing.
if this is an outdoor campaign, given the presence and clarity of the logo etc in the bottom corner, bugger all people are going to know what these posters are for.
Maybe they’re really aimed at a more select “audience”
We are such an odd industry. We tear each other down to feel better about our own lack of ability or minimal output. These ads don’t deserve the negative commentary. They tell a very simple and compelling story with nothing but a single image which is really nice.
We are such an odd industry. We tear each other down to feel better about our own lack of ability or minimal output. These ads don’t deserve the negative commentary. They tell a very simple and compelling story with nothing but a single image which is really nice.
It’s one thing to have an idea and another to make it a reality. Good on the creative for persisting and good on Cummins for having the ability to sell it properly and have it approved and championed by the client.
Will be totally lost on anyone seeing this. Looks more like a subversive alcohol ad.
Award fodder obvs, because awards don’t care about things like; why, what for and how well it would work.
‘Award Fodder’ is an oxymoron
This awards fodder (if indeed that is what it is) will be chewed up and spat out by any and every jury.
No awards here.
Borrow someone’s trophy from last year, and press it into the dirt.
Put a dandelion in the dent it leaves.
Then award yourself a tear.
Yeah, more than just bottles to make this a true campaign I reckon. What about an old tyre, a thong or a take-away coffee cup. Or better still, a hyperdermic needle.
What is a hyperdermic needle, @10:38? Can I get one to help me get my sewing done really, really fast?
Why does this happen.
You are an absolute dick for calling that out. You’ll target someone by name without leaving your own? Fucking Coward. You embody everything that is wrong with the industry. The work here contains something you have either lost or never had in the first place. Passion for an idea.