City of Sydney tries to reduce illegal dumping in its new cross platform campaign via Paper Moose
City of Sydney has launched its latest campaign to reduce illegal dumping via Paper Moose. The campaign is set to surprise audiences through OOH, cinema, social and digital touch-points.
The campaign creates awareness of their free waste collection service by serving up waste in disruptive places.
A City of Sydney survey revealed that over half of the City’s residents have ‘dumped’ items in the past. 62% do not realise they could be fined for it, and one in three people feel it’s a form of recycling.
Let’s face it, we’ve all been tempted to curb that old mattress, the rusty fridge that never quite kept your beers cold enough in summer, or the worse-for-wear party couch.
Dealing with this chronic problem not only costs local councils time and money, but as Steve Beaman, director of the Environmental Protection Authority points out: “We’re losing good resources that can be recovered; glass, timber, paper and cardboard even old mattresses” can be recycled.
A week after collecting the outdoor signage 
award and design of the year at Desktop Mag’s, Create Design Awards for its last collaboration, City of Sydney has teamed up with Paper Moose again to promote its free waste collection service, tackling this issue head on.
Says Nick Hunter, creative director, Paper Moose: “City of Sydney is a dream client, they are always happy for us to push the boundaries and find new ways to serve up witty creative in unexpected places.”
This campaign is a result of these elements coming together, creating playful installations to inspire organic talkability and deliver the City’s message right in the heart of where behavioural change needs to occur. The installations are placed strategically in ‘hotspot’ suburbs with high foot traffic areas to reach their target audiences of students and residents between18 -24.
The campaign features commonly dumped household items, placed in ridiculous locations. While the film uses comically placed physical obstructions, the outdoor plays with large-scale optical illusions. Utilising a street art technique of anamorphic optical distortion, the vinyl campaign challenges onlookers to line up the junk in exactly the right perspective.
Says Carl Tindall, experiential producer, Paper Moose: “We wanted our audience to have as much fun with the perspective as we did. Hopefully anyone actively trying to line up the image for a photo will naturally draw the eye of other onlookers creating a flow-on effect through both social media and the physical space they are placed in.”
“Want a tip?” is a NSW EPA Waste Less, Recycle More initiative funded from the waste levy’
Client: City of Sydney
Jackie Kuek, Marketing Campaign Manager
Ahency: Paper Moose
Nick Hunter, Creative Director
Film
Paper Moose
Director: Harrison Woodhead
Producer: Yingna Lu
Art Director: Reese Geronimo
Outdoor
Paper Moose
Creative Director: Josh Flowers
Experiential Producer: Carl Tindall
5 Comments
I live in Paddington and some streets look filthy due to people getting rid of their stuff….in the street. Real issue. Haven’t seen that in Europe.
depends whether you count the uk as being part of europe. There’s crap dumped everywhere here, unlike Aus
Never heard of Harrison Woodhead before – but this is sneakily an incredible piece of film. Really well directed.
Yup, this is the best piece of advertising on this blog for some time
That 30 sec clip is crisp and on point. Well done to all!