We were briefed by the Environmental Protection Agency to educate people on the the impact of litter on the marine environment – as litter flows into drains, rivers and eventually the ocean. Instead of the usual PSA we released a song, music video and suite of ads to educate and create behaviour change through an emotional response.

All rivers run to the sea 101.

The campaign needed to cover a wide audience, many of whom live a long way from the ocean and didn’t think their own behaviour was part of the problem.
        
It’s one thing to know that litter ends up in drains and the ocean, but it’s another to hear it directly from the sea creatures who suffer. And there’s nothing like a power ballad to instantly build a strong emotional connection.
        
Introducing Rage Against the Polystyrene, and their hit single ‘Don’t be a tosser’.

Right in the feels.

Humans have a tendency to ignore generic information and prefer to focus on specifics, so we built a matrix of seven littering behaviours (such as ‘wedging’ the litter into a crack or seat, and ‘flagrant flinging’ of litter), common locations and littering moments, to help our audience see a little of themselves.
        
Our suite of short ads, focussed on each of the littering moments and utilised the song as a powerful jingle.

Diving deeper.

The music video on YouTube has hit 270,000 views and is still rising.
        
“We’re delighted with how Paper Moose turned a simple brief into something completely unexpected. To be able to send out a serious message about our marine environment, while still having fun, is quite powerful”. - Natalia Giraldo, Senior Marketing Manager EPA

We had a hit on our fins.

Marine Campaign

Jimmy Brings needed to engage their customers during one of the most competitive seasons for alcohol sales – State of Origin. So we devised a simple in-browser mobile game that challenged players to kick a footy as far as they could using only their thumbs. 

They didn’t need much encouragement: Jimmy Kicks was played 54,000 times in the first 24 hours alone.

Kicking goals from the first whistle

While the fun was focused on engaging customers, sharing a Jimmy Brings discount code for every game played, Jimmy Kicks also needed to include Jimmy Brings’ numerous brand partners and sponsors. So we positioned brands in plain sight on billboards, blimps and sideline banners just like in real games.

With an average engagement time of over 4 minutes, each game played prominently delivered a blistering five brand impressions per minute.

A hand-held stadium of brand impressions

In the fortnight leading up to game 1 of State of Origin, 14,000 players each played an average of 13 games of Jimmy Kicks, with the highest scorer locked-in for over 90 minutes of continuous game play. 2,305 discount codes were copied from the game coupled with 1,769 app opens.

The results were victorious

“Paper Moose always delivers creative solutions that both engage our customers and include our partners in terrifically fun fashion. Jimmy Kicks perfectly drives brand engagement during winter months when people are home watching sports and playing games with friends and family, especially considering Victoria’s current Covid challenges.” – Jamie Gagliardi, head of marketing, Jimmy Brings.

Team Jimmy for the win

Jimmy Kicks

Peachy Green

We use strategy, creative ideas and specialist expertise to drive positive change for brands, communities and the environment.

A catalyst for change

People are at the heart of everything we do, which is why our processes are designed to look after every person along the way – whether full time Meese, clients or freelancers. 

Culture is our cornerstone