Green Industries SA has this week launched a new state-wide campaign, celebrating South Australia’s continued global leadership in reducing single-use plastics.
South Australia has the highest recycling rate in the country and the state has been slowly introducing bans of non-compostable single-use plastics since 2021, through the Single-use and Other Plastic Products (Waste Avoidance) Act 2020.
The campaign reinforces the State Government’s ongoing commitment to driving real environmental change, and recognises South Australians for their efforts in making changes that matter.
The campaign also introduces the state’s latest banned item – and a global first – the single-use soy sauce fish.
Removing these small but highly problematic plastics helps to reduce litter, protect marine environments, and lead the nation in waste reduction.
“The soy sauce fish is iconic, so we’ve borrowed its fame to remind South Australians of the broader purpose behind the bans, and the sustainable alternatives that are now available,” said Tom Ootes, managing director of SAUCE.
The campaign uses humour and clever of one-liners to deliver the message in an entertaining and memorable way.
David Ormston, creative director at SAUCE, said making the message enjoyable was key to engagement, “What could have easily felt technical or punitive, was instead a fun, upbeat message to help South Australians say, ‘soy long’ to single-use plastics and feel proud of the part they play”.
“Most of us understand the stigmas of the ‘nightclub line’. There are strong social ramifications of not being let in, while being a VIP is held in high regard – a perfect way to represent our narrative,” said Michael Gagliardi, creative director at SAUCE.
“Building on the strong sense of community support and a clear vision ahead, we made sure the message for the future was clear – it’s a party and the plastics aren’t invited”.
CREDITS
Client: Green Industries SA Associate Director Engagement & Communications – Matthew Scales
Communications Advisor – Nigel Wapper Communications Support Officer – Emma Acella
Creative: SAUCE. The Creative Agency
Managing Director and Principal – Tom Ootes
Creative Director – Michael Gagliardi
Creative Director – David Ormston
Art Director – Ella-Maude Wilson
Copywriter – Rhys McMahon
Account Manager – Ry Pahl
Senior Designer and Animator – Danilo Watanabe
Designer – Carly Staszuk
Production:
Passel Media
Director – Stephen Packer
Producer– Adam Camporeale
Line Producer – Simon Williams
1st AD – James Dubay
DOP – Michael Tessari
1st AC – James Wire
Gaffer – Nic Datson
Lightning Assist – Sam Clarke
Sound – Nick Steele
Production Designer – Fraser Whitehead
Hair & Makeup – Morgan Whickham
Hair & Makeup – Kimberley Bradshaw
Costume Designer – Renate Henschke
Costume Maker – Bianka Kennedy
Costume Maker – Shannon Cooke
Casting – Wendy Ticao (TKO Management) Studio Photographer – Adam Camporeale Studio Cinematographer – Kris Jenkins
On Set Photographer – Jack Turner
BTS – Adam Dormand
Post-Production: Editor – Stephen Packer
Colourist – Nicholas Hower
Sound Design – Scott Illingsworth (Seeing Sounds)
