Australians are being encouraged to dispose of their unwanted paint responsibly, at Paintback drop-off points (paintback.com.au), in a new integrated campaign that sees everyday painters becoming Australia’s most admired painters.

Paintback is a world-first Australian initiative to responsibly dispose of the large volume of paint and packaging that ends up in landfill every year.

Paintback is driven by the Australian paint industry and the major paint companies that supply around 95 per cent of all the architectural and decorative paint sold in Australia.

Paintback’s founding members are Dulux, Haymes, PPG, Resene and Valspar.

Since launch in May 2016, Paintback has established 108 collection sites nation-wide, collected and treated 7 million kilograms of paint and packaging and are providing over 17 million people with access to the service.

The campaign is set to roll out this week with film, OOH, radio and print components running alongside a social promotion that incentivises paint recycling with the chance to win a luxury trip to Uluru, one of Australia’s most celebrated natural wonders.

Paintback national marketing and communications manager Amanda Dutt Sharma said: “The idea of the campaign is to normalise the responsible way of disposing of paint, as if you were recycling paper or plastic.”

10 feet tall managing director Joseph Meseha said: “As an agency we are all about creating content with a cause, so working with Paintback has been an absolute pleasure.

“We love the idea of painting everyday Aussies as heroes for something as simple as recycling paint.”

Credits

Client: Paintback

CEO: Karen Gomez

National marketing manager: Amanda Dutt Sharma

Creative agency: 10 feet tall.com.au

Head of strategy/partner: Joseph Meseha

Creative director/partner: Stuart Black

Creative director: Tina Funder

Art director: Matt Toebelmann

Client service director: Pia Moore

Senior account manager: Sam Fletcher

Production Company: Monster & Bear

Director: Sarah Hickey

DOP: Josh Frey

Senior producer: Jessica Pearce