Parents recycle toys with family and friends on a small scale to reduce landfill and give the planet much needed help. Big W, however, has turned it into a big scale initiative, Toys for Joy, and M&C Saatchi Australia is spreading the word with a rocking commercial that calls out not to be ignored.

Big W’s recycling program for toys is the first of its kind in Australia. Toys for Joy collection bins are available in every BIG W store. Eligible toy donations are passed on to BIG W’s recycling partners who sort the toys into their different types. Toys that are suitable for another life are given to the Salvation Army for them to sell in their stores. The remaining toys that can be recycled are recycled where possible into their raw materials so they can be used to make new products. These can range from yarn to make carpets and underlay to substitutes for aggregate used in building projects. Each year the program collects approximately 130 tonnes of used toys.

The zappy, brightly-coloured commercial promoting the program was directed by Resolution Design director, Peter Nizic. The toe-tapping music track was created by Massive Music.