Cape Town - Saatchi & Saatchi Cape Town recently created a humorous Clean Conscience campaign for Tuffy using refuse bags to dramatise the emotional benefit of choosing a 100% recycled bag over traditional non recyclable bags. The campaign was recently recognised in the Creative Circle Ad of the Month, in the outdoor category.
Saatchi & Saatchi Cape Town's Executive Creative Director, Anton Crone, says that the brief was to come up with a campaign that would make people feel good about themselves if they chose to use recycled refuse bags.
"It had to be something clever that would make people feel that if they chose Tuffy refuse bags, which are 100% recycled and recyclable, they would have a clean conscience," says Crone. "We printed the humorous campaign artwork onto specially made 'giant' bags and then used the bags themselves as the communication medium for the campaign. We also used bags as humorous posters to introduce the public to this offering."
The 'Giant' bag slogans included:
Burglar:
"The words of Bob's jailbird father echoed in his head. 'Son, don't make the same mistake I made.' And he hadn't; this was a 100% recycled refuse bag."
Murderer:
"Although deep down Toby knew that murder was wrong, he couldn't help but feel good about himself. After all, he only ever used 100% recycled refuse bags."
White Collar:
"Miles was no fool he knew shredding the documents was illegal, but he reasoned that there was no point in sweating the small stuff. After all, he was using 100% recycled bags."
Campaign Response
Crone says that the humorous ideas printed on the bags immediately encouraged interaction with passers-by. "We placed them at various locations and they were particularly effective placed around rubbish bins," he adds. "The response to the campaign by shoppers was great and drove the message home by appealing to people's sense of humour."
Cape-based Tuffy has been around for 20 years, having pioneered refuse bags on a roll in SA. The company manufactures all its black refuse bags from recycled material and runs 500 tons of material through its plant every month, equating to 18 million refuse bags.
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
