Veolia’s latest campaign via Republic of Everyone + The Bravery lets you step inside a kitchen bin

Waste happens, but what happens to your waste? For the first time, people can spend a day in the life of a discarded tomato and see waste from a whole new point of view – part of Veolia’s latest campaign called Rethinking Sustainability, which uses a new visual identity to bring the waste journey to life, developed by The Republic of Everyone and The Bravery.

A 360 virtual reality video invites viewers to immerse themselves in the kitchen bin, travel through waste processing machines and see what it’s like to be turned into lovely, rich compost.

VIEW THE 360 VIDEO

VIEW THE GENERIC VIDEO

The campaign demonstrates how Veolia Australia and New Zealand (Veolia ANZ) is making a difference to millions of people every day simply by creating what is called a ‘circular economy’. Its aim is to get people rethinking about their everyday consumption by showing them how their waste can be transformed into something new.

Says Antony Schillaci, national sales, marketing and communications manager from Veolia ANZ: “The video gives the viewer the opportunity to understand the connection between their everyday habits, such as throwing food waste in a bin, and what Veolia is delivering behind the scenes to help process this waste. We wanted to bring it life, humanise it almost, and let the audience explore and understand the positive benefits brought about by looking at new ways of doing things. The message behind it is really about rethinking our resources and encouraging people to rethink their water, waste and energy habits.”

Veolia ANZ shifted its communication priorities in 2017, evolving their corporate message to tell the story of their dedication to sustainability, social responsibility and resourcing the world. The Rethinking Sustainability campaign by Veolia and brand and sustainability agency, The Republic of Everyone, is a direct result of this shift, targeting a broader audience in order to challenge perceptions of resource management and sustainability. The campaign aims to inform Australians and New Zealanders how Veolia positively impacts their everyday lives through extraordinary innovation and sustainability practices.

Republic of Everyone created the campaign concept and video, with sister PR agency, The Bravery, driving further awareness to the campaign through a school sustainability challenge in collaboration with football legends, the Newcastle Jets. The campaign is also supported by a media partnership with the Newcastle Herald and a targeted social media campaign.

Client: Veolia Australia and New Zealand

VFX Comping: Fede Mohr