HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic.
A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental sustainability.
Still, despite each one of us producing or using 130kg of plastic each year, less than 12 per cent of it is recycled, leaving up to 130,000 tonnes of plastic finding its way into our oceans.
To bring this scary fact to life, HP Australia via Wunderman Bienalto launched a campaign that brings together the idea of a foreign monster that has entered the ocean, with references to marine life.
Wunderman Bienalto creative director Frank Martelli said: “Sustainability is something we are passionate about, so it was great to work with HP and bring this story to life.
“We set out to create an idea that would take a new approach on sustainability and bring the size of the plastic problem to life.
“Australia is known for having some of the world’s deadliest creatures and by positioning plastic as our ocean’s biggest predator we were able to personify the problem.”
The campaign ran in two stages:
- Teaser: executed across DOOH and sponsored social content that showed marine life swimming amongst plastic and set up a story around an unknown monster that is killing our marine life
- Launch:
- Research: HP and Planet Ark commissioned PHD Research to carry out the HP Australia Environmental Sustainability Study 2018 – a comprehensive survey designed to uncover how Aussie Gen Ys, Gen Xs and businesses really think and act when it comes to protecting the environment
- PR: HP Australia and Edelman carried out a media outreach strategy focused on the findings of the Study and implications for consumers, businesses and brands in the current climate, targeting general news, tech and environmental media across print, broadcast and online
- Activation (DOOH, projections, social media, in-store floor decals and wobblers, CRM): HP Australia, in conjunction with Wunderman Bienalto and Traffik Group, created an almost 4-metre tall monster at the iconic harbourside location of Circular Quay in Sydney. This physical monster has been matched with an online interactive beast.
- Taking a dedicated team of engineers and builders four weeks to build, this 200kg Beast was designed specifically to help the public connect with the activation and the environmental cause it represents. Deliberately placing the Beast’s large yellow eye at human eye-level is one example of this. Following this installation, the Beast will be recycled via Close the Loop with zero waste to landfill.
- Alongside the Beast, a team of ambassadors have been deployed to help educate the public on the extent of the plastic pollution issue and offer simple actions they can take every day to help tackle this growing problem.
- Through the Beast, Aussies and businesses will be encouraged to Break Down The Beast by recycling their used ink and toner cartridges through the Cartridges 4 Planet Ark (C4PA) program, as well as to think carefully about the ink and toner cartridges they’re buying in the first place.
HP is proud to launch the Break Down The Beast campaign with Planet Ark, with whom HP Australia has been working closely since 2003 as a founding member of C4PA.
Traffik Group Melbourne business director Jake Ford said: “Bringing our ocean’s biggest predator to life experientially was a creative challenge, which our team loved taking on.
“We focused on ensuring our impression of the plastic beast was enough to grab the attention of the Australian public, as well as businesses, to further encourage evaluating our total plastic footprint.”
The Beast represents the millions of kilograms of plastic bottles HP diverts from our oceans and landfill every year by breaking them down and using them in the manufacture of Original HP ink and toner cartridges.
These cartridges in turn enter a closed loop recycling process when customers return them into programs like C4PA.
HP has recycled 8.3 million plastic bottles into print ink and toner cartridges and counting. In Australia alone, HP has recycled over 11 million cartridges via C4P4 (as of August 2018).
HP South Pacific head of print marketing Ruben Ahmed said: “We needed a pulse on how Aussies were feeling about environmental sustainability and our research found that over 90 per cent of respondents were concerned and that they look to brands to guide them.
“HP has been in this space for a long time, but there was an opportunity for further awareness.
“We also wanted a very different creative approach, one that called out single-use plastic for what it is – a major threat to our ocean creatures.”
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.