Lining our streets with rubbish can change bad habits.
With people dumping their mattresses, fridges, and other chunky furniture all over the streets all the time, City of Sydney needed to get people using the pick-up service. Unfortunately, waste messaging is almost as prolific as waste, so we needed to find a way to reach our audience in a way that would get them to act on their bad habits.
We dumped communications in inconvenient spots all over the city. Creating 3D illusions of furniture and white goods using vinyl anamorphic visualisations. This allowed the public a fun way to engage, lining up the illusions through their smartphones, taking in the message about inconvenience, and coming away with increased awareness of the pick-up service.
We didn’t stop at vinyls. We took our theme of inconveniently dumped rubbish and spread it across social media, banner ads, cinema, digital OOH, and decals on the side of buildings - all within the owned media and public spaces portfolio of City of Sydney. The inconvenience of our campaign was everywhere!
Our disruptive, cheeky campaign proved that outside the box is often where the best results are waiting. The 3D illusions created a stir in the community. City of Sydney wanted to increase calls for their pick up service by 10%. We decided to do slightly better than that and got an increase of 81% instead!
Winner Good Design Award 2017