ING has launched a Christmas campaign to support its CSR program ‘ING Dreamstarter’ – an initiative that helps to launch and grow start-up social businesses.
This year’s Christmas campaign was born out of the statistic revealing Aussies receive an estimated ten million unwanted gifts each Christmas, contributing to staggering wastage and landfill.
The ‘Give Me Something Good’ campaign, devised by creative agency VCCP, empowers Aussies to help fight gift wastage this festive season by asking their loved ones for ethically good gifts.
To help do this, a shareable online Good Gift List tool has been created to allow people to discover a range of gifts that give back to causes they care about, and then let everyone know what they’re wishing for.
In case anyone is shy about asking, there are some experts with hands-on experience to help: The Rubbish Choir – a group of real garbos from councils across Greater Sydney who witness firsthand the extent of festive waste each year.
The choir sings a reworked version of a Christmas classic, with the lyrics changed to encourage less unwanted gifts, and more of the gifts that are good for both people and the planet. View the film here.
The campaign consists of online film, DOOH, social, digital, PR, radio and TV partnerships, a 99 per cent sustainable pop-up store for three weeks in Westfield Bondi Junction and live choir performances, by The Rubbish Choir, and a Channel 10 feature.
VCCP associate creative directors, Kat Topp and Jess Roberts said: “Working with a group of real garbage collectors, brave enough to step completely out of their comfort zone and into a musical performance was an incredibly rewarding experience.
“The Good Gift List creator is a solution to the very real problem of waste at Christmas time and we’re confident this campaign will inspire people to consider the benefits of responsible and sustainable gift giving this year.”
The Dreamstarters offering gifts this year include: Words With Heart, Will & Bear, Crema Joe, Raise The Bar, Team Timbuktu, OceanZen, Surf Sock, Fergus & Delilah, GoKindly, The Social Outfit, Seljak, The Other Straw, Bravery Co, Ahimsa Collective, Beard Season, Amber Drop Honey, Byron Bay Bath Bombs.
The Dreamstarter Good Gift pop up at Westfield Bondi Junction on level 1 (outside Bailey Nelson) will run from Monday 25 November – Sunday 8 December, then open again from Monday 16 December – Sunday 22 December.
AGENCY CREDITS:
Client – ING
Danielle Hamilton – Head of Marketing
Carly Yanco – Head of Brand
Helen Colville – Brand Manager
Agency – VCCP
Guy Rooke – Executive Creative Director
Paul Sharp – Creative Director
Kat Topp & Jess Roberts – Associate Creative Directors
Elizabeth Barnett – Group Account Director
Dan Wood – Senior Account Manager
Josh Manning – Strategic Planner
Sue Hind – TV Producer
Jenna Mills – Creative Project Director
Sean Davitt – Retouching
Production Company – GoodOil
Director – Stuart Bowen
Executive Producer – Sam Long
Producer – Chana McLallen
Editor – Stuart Bowen, GoodOil
Online – Matt Edwards, The Editors
Sound – Alyce Guy, Damian Enemark and Lance Gurisik, SongZu
Choir photography – Alina Gozin’a
Product photography – Andrew Ratter
Design – Romelle Menezes, SomeOne
PR – One Green Bean
Media – UM
Digital – Lash
