Creating advertising that gets businesses and the public excited about – or even committed to – recycling properly is not an easy task. That was the challenge, environmental non-profit organisation, Repak, gave Irish creative agency, The Brill Building.
The agency came up with a very smart and distinctive solution The Most Sorted, for TV, OOH, social and online that makes rubbish very clear to see, countering the too popular “out of sight out of mind” approach.
The Most Sorted calls on businesses and the Irish public to reduce the amount of packaging that goes to waste by sending material “Clean, Dry and Loose” to recycling. It is the second national Repak campaign by The Brill Building following 2022’s Re-imagine, and is delivered with media agency, Core, PR from Teneo, social from Group M Invention and web from Kooba.
Repak’s statistics show that if more of Ireland’s packaging was disposed of in this way, it could divert just over half a million tonnes to recycling. The claim appears throughout the campaign at key points. There are ambitious plastic recycling targets of 50% by 2025 and 55% by 2030 and Repak has previously sounded the alarm that we need a step change in our approach to recycling to achieve the greener future consumers say they want.
The TVC was directed by Henry Littlechild through Irish production company, Banjoman, with VFX and post by Gabha and music from Le Boom’s Christy Leech. The OOH executions were shot and produced with photographer Liam Murphy.
Newly appointed CEO of Repak, Zoe Kavanagh, commented, “Research conducted for Repak in two phases in 2023 and 2024 identified that businesses and the public want to do the right thing when it comes to recycling, but are often unsure how. Even worse, at its most extreme, this can manifest as a ‘Better to do nothing than do it wrong’ fear so it was very important for the campaign not just to educate on proper recycling but to motivate from a place that is supportive, hopeful and positive. We are excited to help achieve more for Ireland and the planet’s future.”
Roisin Keown, CEO and ECD, The Brill Building,added,“The challenge was to create communications that were distinctive, unlike standard public messaging to achieve the standout and memorability we always strive for. We’re really appreciative of the trust the Repak team have placed in the idea to achieve something surprising and that should result in a step-change for Ireland’s recycling habits.”
Credits
Client: Repak
CEO: Zoe Kavanagh
Marketing Director: Laura Sherry
Digital Marketing Manager: Melissa Dunne
Agency: The Brill Building
ECD: Roisin Keown
Creative Lead: Peter Snodden
Copywriter: John McMahon
Project Lead: Eleanor McCarthy
Design: Shane O’Riordan, Gayle Briody
Production Company: Banjoman
Director: Henry Littlechild
Producer: Matt D’Arcy
DOP: Burchii Wojnar
Editor: Rob Hegarty
Post-Production: Gabha Studios
Motion: Daniel Morris
Post Producer: Dafydd Upsdell
Sound: Scimitar Sound
Sound Engineer: Dean Jones
Original Music: Christy Leech
Photographer: Liam Murphy
Retoucher Alexis Goodwin
