Ernie the wombat launches NSW’s largest litter reduction campaign ‘Earn and Return’ via Circus
On behalf of the NSW Environment Protection Authority, independent creative agency, Circus, has implemented a pre-launch campaign for the NSW Government’s highly anticipated Container Deposit Scheme.
Small volume drink containers have a big impact on the local environment and community. They account for a staggering 44% of the total volume of litter across the state, costing the NSW Government $180 million dollars a year to manage.
To address the issue of drink container litter across the state, the ‘Return and Earn’ campaign encourages people to collect and return used drink containers for a 10c refund.
Running in the lead up to the scheme’s 1st December launch date, the awareness campaign delivers a succinct single-minded message across TV, radio, digital and social channels.
Whilst a memorable music track helps convey the ‘Return and Earn’ message, the star of the show is Ernie the wombat.
Says Lincoln Graham, creative director, Circus: “Being natural foragers and prevalent across most of the state, wombats embody the environment the NSW Government is trying to protect. Ernie allows us to convey clear instructional information in a fun way.
“The animation team did a fantastic job in bringing Ernie to life. Their attention to detail has delivered a world-class result. At Circus we do more than our fair share of work with animals and we’ve decided a render is far easier to direct than the real thing.”
The creative journey started with the iconic community campaigns of the past.
Says Graham: “We wanted to pay homage to the classic 80’s campaigns of ‘Life be in it’ and ‘Cash-a-can’, yet deliver our message with a relevant tone for today.
“The campaign’s creative approach really resonated with all client stakeholders. Ernie and his theme song are designed to deliver the objectives of building public awareness of the scheme and encouraging widespread participation.”
The campaign has launched on both metropolitan and regional TV and radio, as well as digital and social channels.
Agency: Circus Group
Managing Director: Mike Retter
General Manager: Maria Matheos
Creative/Strategy Director: Lincoln Graham
Project Director/Producer: Debra Salmons
Production partners:
Director: Robert Connolly
Animation: Mark Boey
Audio Engineer: Sean Costello
DOP: Tristan Baker
Retoucher: Emily Grosscurt
6 Comments
Weird that they chose to focus on saving a wombat when the reality is that when everyone finds out their drinks are going up more than 10c a bottle they will hit the roof. When the average case of beer goes up $4 – $5 look out!
It’s more like $5 a six pack… Pricks.
kill it now.
I see Ernie manages to get a cash money refund. I’d like the same please. I pay for everything with real money. I don’t want some voucher that can only be redeemed for purchases at specified stores. I don’t wish to donate to charities not of my choosing. And why should I reveal my bank account details? Also, Ernie scores a refund for a bottle with no “original, intact label”. Looks like the machine doesn’t comply with the rules specified by the Container Deposit Scheme.
OK Ernie…. you’ve shown us how to use ’em. Now tell us dumb humans where to find these bloody reverse vending machines. It’s like lookin for the ONE RING or searching for THE GOLDEN BOOMERANG ……. an endless futile quest!!!
Please take the time to read the advertising code of ethics. This advert misleads in so many ways, you imply these RVM’s will accept all drink containers, they accept a limited amount and if they are dirty, or have no bar code lable they rejected, didn’t tell us that.
If you are expecting ten cent pieces like you imply as that is how works, don’t hold your breath.
The ABS should be in contact shortly.
PLEASE PAY HOMAGE TO THE TRUTH.