Tuffy is a plastics company that makes 100% recycled refuse bags. To introduce this fact to the public, they developed communication that dramatises the emotional benefit of choosing a recycled bag over the alternative – you’ll feel good about yourself.
They then printed the artwork onto specially made oversized bags and used the bags themselves as the communication medium. They filled the bags and placed them at the epicentre of the V&A Waterfront, which attracts an average foot traffic of 60 274 visitors per day! To maximise the reach, they also hung the plastic bags around the area in a more traditional poster format.
Agency: Saatchi & Saatchi Cape Town, South Africa.
Country: South Africa