Case Studies

Waste Awareness Wales funded by the Welsh Assembly Government

Campaign Objectives

• To inspire action in direct relation to recycling and reducing waste.

Brief
Produce a TV and radio campaign to encourage the people of Wales to do more to reduce waste, reuse items where possible rather than adding to landfill, and be more conscious of recycling.
Strategy
The TV advert 'Magic' features a young girl who has the power to control recyclable materials. Throughout the film she uses these powers to illustrate the value to us and our environment of reducing, reusing and recycling, ending with the line 'It's not magic, it's our future. Please don't throw it away.'
The film's charm was achieved by director Mike Stephenson using an original 16mm hand cranked camera that gives the film its very specific grainy look. Cutaway frames, simple composites and stop-frame animation avoided use of any expensive CGI.
Exposure
TV and Radio.
Results
Will be measured by Welsh Local Government Association.