Cleaning up rubbish ads
In a clever campaign by Dentsu Creative, Sea Cleaners and JCDecaux have team up to remove the litter that’s leaving bad brand impressions across coastal areas.
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Credits
View on- Agency Dentsu Aotearoa/Auckland
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Credits
View on- Agency Dentsu Aotearoa/Auckland
- Global Chief Creative Partner John Mescall
- Chief Creative Officer Brett Colliver
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Credits
powered by- Agency Dentsu Aotearoa/Auckland
- Global Chief Creative Partner John Mescall
- Chief Creative Officer Brett Colliver
Sea Cleaners, a global initiative to reduce plastic pollution, and French advertising company JCDecaux have collaborated to clean up the damaging brand impressions caused by litter, with the help of Dentsu Creative and Carat.
The campaign centres around a study published in the Journal of Business Research, and validated for the local market by Nielsen, shows that when a brand appears as litter, people are willing to pay 2% less for its products.
With this in mind, Sea Cleaners and JCDecaux launched Reverse Media Schedules – a new media product designed to help brands understand and respond to these negative impressions. It treats litter as a form of unplanned media and measures the value of removing it.
Brett Colliver, CCO of Dentsu New Zealand, said: “Good for the planet and for business. It’s unfortunate that those two things don’t intersect more often, but that’s why we feel that Sea Cleaners and JCDecaux have unlocked something powerful in ‘Reverse Media Schedules’. And what’s really exciting is that it’s a model that can be scaled around the world.”
