Paintback encourages all Aussies to become admired painters in new campaign via 10 feet tall

Australians are being encouraged to dispose of their unwanted paint responsibly, at Paintback drop-off points (paintback.com.au), in a new integrated campaign, developed by 10 feet tall, that sees everyday painters becoming Australia’s most admired painters.

Paintback is a world-first Australian initiative to responsibly dispose of the large volume of paint and packaging that ends up in landfill every year. Paintback is driven by the Australian paint industry and the major paint companies that supply around 95% of all the architectural and decorative paint sold in Australia. Paintback’s founding members are Dulux, Haymes, PPG, Resene and Valspar.

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Since launch in May 2016, Paintback has established 108 collection sites nation-wide, collected and treated 7 million kilograms of paint and packaging and are providing over 17 million people with access to the service.

The campaign is set to roll out this week with film, OOH, radio and print components running alongside a social promotion that incentivises paint recycling with the chance to win a luxury trip to Uluru, one of Australia’s most celebrated natural wonders.  

Says Amanda Dutt Sharma, national marketing and communications manager, Paintback: “The idea of the campaign is to normalise the responsible way of disposing of paint, as if you were recycling paper or plastic.”

Says Joseph Meseha, managing director, 10 feet tall: “As an agency we are all about creating content with a cause, so working with Paintback has been an absolute pleasure. We love the idea of painting everyday Aussies as heroes for something as simple as recycling paint.”

Client: Paintback

Producer: Jessica Galea