FCB New Zealand and Keep New Zealand Beautiful (KNZB) have launched an anti-litter campaign, fronted by a new kind of Mother Nature – a no-nonsense Kiwi character known as ‘Mama Nature’.
‘Mama Nature’ was developed to get Kiwis to wake their ideas up about littering and start lifting their game. She’s still all about loving the planet and keeping New Zealand “Be-yooo-diful” but years of cleaning up after everyone has seen an end to her unconditional love.
Unleashing the odd dose of natural-disaster onto litterers? Yeah, ‘Mama Nature’ can do that.
FCB New Zealand’s executive creative director, Tony Clewett, commented on the creation of the ‘Mama Nature’ character, “How do you simultaneously look to change someone’s behaviour while getting them to love you? Easy – like this. And it was bloody fun to make too.”
This will be the first major above-the-line campaign for Keep New Zealand Beautiful since their iconic ‘Do the Right Thing’ and ‘Be A Tidy Kiwi’ campaigns, which ran in the 1980s and 1990s.
David Thomason, chief brand officer at FCB New Zealand said, “The media environment has changed a little since 1993’s ‘Do the right thing’.
“FCB approached this more like we were creating a meme than an ad. It needed to be distinctive, fun and provocative, and work brilliantly in short video and stills. We hope Mama Nature and her catch-phrase will be shared, mimicked and parodied.”
KNZB CEO Heather Saunderson said the organisation will be undertaking more work to reach a holistic view of the country’s litter problem.
“The next stage of our litter prevention project will involve us partnering with Stats NZ to launch a national litter audit, physically inspecting litter in areas such as motorways, rest stops, residential streets, beaches, rural and industrial locations.”
Launched on 4 April, the campaign is fronted by a 30-second TVC combined with a series of six-second online bumper ads and an out-of-home campaign.
In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]
HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]
SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]