Heart of the City: Beautify your city - A rubbish idea

Hayley Pardoe and Dave Munn

Campaign Details

Brand owner: Heart of the City
Agency: Colenso BBDO
Brand: BIG Little City
Country: New Zealand
Media budget (USD): Up to 500k
Channels used: Direct marketing, outdoor, out-of home,

Executive summary

Illegal rubbish dumping is a major problem in Auckland's central city, which can leave the streets littered, messy and rather unappealing. This isn't exactly promoting the Clean Green New Zealand reputation of which every New Zealander is so very proud.

With the Rugby World Cup quickly approaching, the not-for-profit organisation, Heart of the City (HOTC) decided it was time to sort out the streets. So we came up with an innovative idea to not only educate the surrounding businesses on diposing of rubbish correctly, but also to help 'Beautify Auckland City' at the same time.