DDB Sydney debuts ‘Just One’ advertising campaign for 20th year of Clean Up Australia Day
DDB Sydney has unveiled its new ‘Just One’ campaign for Clean Up Australia Day 2010, marking not only the 5th year of the relationship with Australia largest community based event, but also a new direction to mobilise Australians to participate in Clean Up’s 20th anniversary year.
“The ‘Just One’ concept came about because we wanted to motivate Australians with a simple, yet strong call to action – pick up ‘just one’ piece of rubbish to make the 20th Clean Up Australia Day its most successful ever,” says Matt Eastwood, DDB national creative director and vice chairman.
“This message is communicated through our use of language and strong visual cues. For example, we’ve used Ian Kiernan and his granddaughter in our print advertisements to drive that emotional connection with Australians and make them realise how easy it is to make a difference, both now and in the future,” says Eastwood.
Says Terri-Anne Johnson, CEO of Clean Up Australia: “We’re thrilledwith the ‘Just 1’ direction DDB has taken for Clean Up’s campaign thisyear as it’s designed to get people to act and think about theircontribution to the environment and how they want it to look in thenext 20 years.”
DDB’s new ‘Just 1’ campaign for Clean Up Australia was released thisweek and consists of a TV commercial, radio spots and 3 print advertisements (oneeach to reflect Schools Clean Up Day, Business Clean Up Day and CleanUp Australia Day).
DDB Credits:
Executive Creative Director: Matt Eastwood
Creative Director: Mark Harricks
Creative Team: Jakub Szymanski & Ed James
Business Management: Susan Bennett, Kate O’Brien, Hollie Doran
Planning: Leif Stromnes
Agency Producer: Hadi Tieu-Vinh
Director: Marc Furmie
Producer: Simon Ritch
Music: Nylon
Post Production: The Lab
Photographer: Steven Chee
Production Company: DLM
11 Comments
Looks like someone liked Saatchis art direction of their UN voices poster campaign……
If every team wrote just 1 great ad a year we’d clean up in Cannes….
I don’t think so.
Each year, Ian Kiernan wants to be in his own advertising for CUA, and I’m sure this year he demanded that his granddaughter be involved…
Are you sure this wasn’t the real reason for their inclusions? And not your use of language and strong visual cues…
That is…. rubbish
Guaranteed not to clean up.
I like the TV ad, until Ian shows up. Then again, he has been the face of it for as long as I can remember so I guess there is a lot of equity there.
Quote from the PR release:
‘The message is communicated by our use of language and strong visual cues’.
Translation – Our message was delivered using words and pictures.
That’s what I love about the blog, you learn something every day.
Be nice if DDB credited just one of their launchpad students. Maybe two.
Nice simple idea. I like it. Generic rubbish/clean up related pun.
@Broke
Is it usual for DDB to credit people who didn’t work on the campaign?
… ironically, the most rubbish tipped all over our suburbs is by the garbos on rubbish day as they spill crap everywhere … the other culprits are birds and dogs raiding full bins.
Check out the state of your street on rubbish day.