CLEAN CONSCIENCE by Saatchi & Saatchi BrandsRock Cape Town for Tuffy

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CLEAN CONSCIENCE

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Industry Plastic bags, Containers, Packaging & Wrapping
Media Promo & PR, Case study
Market South Africa
Agency Saatchi & Saatchi BrandsRock Cape Town
Executive Creative Director Anton Crone
Art Director Gareth Cohen
Photographer Ian Anderson
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: TUFFY
Product/Service: 100% RECYCLED REFUSE BAGS
Agency: SAATCHI & SAATCHI SOUTH AFRICA
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI SOUTH AFRICA, Cape Town, SOUTH AFRICA
Executive Creative Director: Anton Crone (Saatchi & Saatchi)
Creative Group Head/Copywriter: Gavin Whitfield (Saatchi & Saatchi)
Art Director: Gareth Cohen (Saatchi & Saatchi)
Art Buyer: Justin Fraser (Saatchi & Saatchi)
Illustrator/Typographer: Justin Southey (Justin Southey Illustration)
Photographer: Ian Anderson (The Edge)
Media Planner: Andrew Francis (Note Bene)
Account Director: Jason Willets (Saatchi & Saatchi)
Head of Print Production: Nathan Wolhuter (Saatchi & Saatchi)
Media placement: Ambient - 3 Executions - V&A Waterfront, Cape Town - 12/04/2010

Results and Effectiveness
As this was a branding exercise, the objective was to get the message/benefit to as many people as possible in an environment that was relevant to purchase. To achieve this he bags were then placed at the epicentre of the V&A Waterfront (a shopping centre which is also Africa's most visited tourist attraction), which attracts an average foot traffic of 60274 visitors per day!* The amusing nature of the bags attracted an immeasurable amount of attention in an area that is relevant to the brand as several retailers stocking the product are housed within the immediate vicinity of the installation at the V&A Waterfront. *Figure supplied by PrimallMedia.

Creative Execution
The creative then hyperbolised the strategic thought by applying the promised clean conscience to some very bad people, inferring that if using the product could make them can feel good about themselves then you using it would certainly make you feel good about yourself too. We printed the artwork onto specially made oversized bags and used the bags themselves as the communication medium. We then filled the bags and placed them at the epicentre of South Africa's most frequented shopping centre, which houses several retail outlets that stock these bags.

Insights, Strategy & the Idea
Tuffy is a large plastics company in South Africa that specialises in making 100% recycled refuse bags. To introduce the product to the public, we developed communication that dramatises the emotional benefit of choosing a 100% recycled bag over the alternative – you’ll feel good about yourself. This served to differentiate our product from its competitors by giving it a competitive advantage in what is seen as a low interest purchase category. This was relevant to the client in terms of distinguishing his brand from the others as well as creating a benefit for consumers who generally don't give this item purchase much thought.