The government has launched a two year campaign to encourage Victorians to dispose of electronic waste responsibly.
Electronic waste being dumped into garbage is a huge problem. Not only are there often many electronic components that can be repurposed or recycled, but often environmentally toxic materials end up in landfill.
The Victorian government is tackling the issue head on, investing $16.5 million to upgrade e-waste facilities across the state.
The government is also urging Victorians to dispose of their electronic waste at official e-waste centres in a new campaign by Icon Agency for Sustainable Victoria.
The integrated ATL campaign is the brain-child of Icon Agency creative director team, Rod Clausen and Ed Bechervaise, whose approach to waste education is inspired by Pixar animations and the Jetsons.
The first phase of the two-year campaign aims to change the way people think about their old electronics ahead of a state-wide ban on e-waste in rubbish bins and landfill this month.
“Rather than sending e-waste to landfill, the campaign encourages Victorians to ‘take your e-waste to a better place’ so it can be recycled into valuable metals and new products,” explains Clausen said.
“The campaign’s key creative challenge was that most people couldn’t tell you what e-waste is, let alone how to dispose of it correctly. Our goal, therefore, was to show the journey of e-waste in a fresh and completely different way.”
The campaign, which launched earlier this month, will roll out in three phases across TV, cinema, online, press, posters, social media and PR channels in its first year.
This includes a 3D film created by Icon Agency and produced by Kiwi animation house, Cirkus.
The film follows a family that shrinks and falls into a crack in the screen of an old mobile phone, followed by their fantastic journey of discovery inside the wonderful world of e-waste recycling.
Client – Sustainability Victoria
Campaign Lead, Social Change & Engagement - Kellie Watson
Campaign Advisor, Social Change & Engagement - Rennae Christensen
Agency – Icon Agency
Creative Director - Ed Bechervaise
Creative Director - Rod Clausen
Writer - Aaron Tyler
Art Director (print) - Mal Chambers
Group Account Director - Hazel Tiernan
Senior Account Manager - Joanna Raine
Social and PR Director - Fiona Miller
Senior Designer - Luke Matthews
Senior Designer - Nana Derkyi
Studio Manager - Mark Oriondo Producer - Naomi Mendoza
Production - Cirkus, Auckland
Animation Director - Christian Greet
Storyboarding - Wei Kit Yoon, Jasmin Ng
2D Design - Gabriel Romero
3D: Chris Lyne, James Turnbull, Matthew Tan, Roman Yurovskiy, Courtney White, Albert Zhang, Kevin Beckers, Greg Smith Animation - Joon Seok Yoon, Shuo Liu, Wei Kit Yoon, Brett Tunnicliff
Producer - Puteri Raja Ariff
Ringmaster - Marko Klijn
Sound design – The Sound Room, Auckland
Press & Poster Illustrations - Cirkus, Auckland