ING has launched a Christmas ad. It’s a not a heart-warming story. It’s not a slice of Christmas life. It is a Christmas song, whose tune everyone knows but with new words that are not yet familiar.
And that song is sung by a “choir” of garbage people – as they pick-up Christmas gifts that people have thrown in the rubbish. The campaign, Give Me Something Good, by VCCP, and its film by Goodoil, promote the idea of giving ethically good gifts.
An estimated 10 million unwanted gifts each Christmas contribute to Australian wastage and landfill.
The idea is part of ING’s CSR program, ING Dreamstarter, an initiative that helps to launch and grow start-up social businesses looking to make a real difference in their communities and the world.
The ING Dreamstarters offers unique products and gifts supporting a range of social and environmental causes – eco-friendly stationery that funds education, sustainable fashion that supports refugee employment, bamboo straws and utensils that combat single use plastics.
A shareable online Good Gift List tool has been created to allow people to find gifts that give back to causes they care about, and then let everyone know what they’re wishing for.
The full campaign consists of online film, DOOH, social, digital, PR, radio and TV partnerships, a 99% sustainable pop-up store for three weeks in Westfield Bondi Junction and live choir performances, by The Rubbish Choir, and a Channel 10 feature.
VCCP associate creative directors, Kat Topp and Jess Roberts, stated, “Working with a group of real garbage collectors, brave enough to step completely out of their comfort zone and into a musical performance was an incredibly rewarding experience. The Good Gift List creator is a solution to the very real problem of waste at Christmas time and we’re confident this campaign will inspire people to consider the benefits of responsible and sustainable gift giving this year.”
Credits:
Agency: VCCP
Executive Creative Director: Guy Rooke
Creative Director: Paul Sharp
Associate Creative Directors: Kat Topp & Jess Roberts
Group Account Director: Elizabeth Barnett
Senior Account Manager: Dan Wood
Executive Head of Planning: Kim Feitelberg
Strategic Planner: Josh Manning
TV Producer: Sue Hind
Creative Project Director: Jenna Mills
Sean Davitt: Retouching
Production Company: GoodOil
Director: Stuart Bowen
Executive Producer: Sam Long
Producer: Chana McLallen
Editor: Stuart Bowen @ GoodOil
Online: Matt Edwards @ The Editors
Sound: Alyce Guy, Damian Enemark & Lance Gurisik @ SongZu
Choir photography: Alina Gozin’a
Product photography: Andrew Ratter
Design – Romelle Menezes @ SomeOne
PR: One Green Bean
Media: UM Digital & Lash
Client: ING
Head of Marketing: Danielle Hamilton
Head of Brand: Carly Yanco
Brand Manager: Helen Colville
