The Challenge: How do we educate Australians on the positive steps Mount Franklin are taking to minimise their packaging impact?
Not everything in life gets to come back as something positive.
Mount Franklin
Idea
Life Reincarnated.
Strategy
The campaign features characters who’ve been reincarnated as something they’re not particularly enthused about, in contrast with Mount Franklin bottles, which are made from 100% recycled plastic. First is an over-zealous former parking inspector reincarnated as an ibis, with Dave Hughes voicing the peeved “bin chicken”. The Hero edit was distributed across both the Brand and Talent’s social channels and YouTube.
Results
100K Organic Views
5.5K Shares
82% View-through Rate
Hero
30 Second Iteration
15 Second Iteration
6 Second Iteration - Vertical - version 1
6 second iteration - Vertical - version 2
OOH
Credits
- Client: Mount Franklin
- Creative Agency: Emotive
- CEO: Simon Joyce
- Lead Strategist: Anthony Lockhart
- Business Director: Marshall Campbell
- Group Creative Director: Ben Clare
- Copywriter: Gary Dawson
- Executive Producer: Hayley-Ritz Pelling
- Head of Distribution & Analysis: Jamie Crick
- Editor: Corey Farrell
- Production Company: Passion Pictures
- Director: Jonathan Gurvit
- Creative Director: Nick Lines
- Producer: Adriana Wong
- Head of Production: Chelsea Nieper
- Executive Producer: Graham Pryor
- Sound: Rumble Studios
- Media Agency: UM