Auckland City Council: Beautify your city, Bushy hedge rubbish bags

Rubbish is never going to disappear, but Colenso BBDO, Auckland found a way to make it beautiful. We turned the ordinary rubbish bag into a bushy hedge, which formed garden beds when placed curbside. The "Beautify your City" campaign was created to make Auckland a more beautiful city. We prevented illegal dumping by placing flowerbeds on targeted areas and educated businesses, with a kit delivered by council ambassadors. With every business in the CBD receiving the bags, Auckland's city streets transformed overnight.

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Executive Creative Director: Nick Worthington
Creative Director: Levi Slavin
Art Director: Kia Heinnen
Copywriter: Zoe Hawkins
Agency Producer: Gabrielle Buckle
Group Account Director: Louise Kuegler
Account Director: Celeste Pulman

December 2010


suresh90's picture
620 pencils

wow:) super cool concept :)

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Hehe that's really smart. I wonder what the brief was for these guys. And I'd love to see those flowerbed areas too :)

Sdb's picture
1362 pencils


DBB's picture
1216 pencils

Smart idea!

Happy Housewife's picture
Happy Housewife
45 pencils

Brilliant! In colder countries these would be snowballs.

Stay hungry. Stay foolish.

jackblack's picture
2350 pencils

Honestly, I don't think they would be lined up so nicely. But even if they were grouped and bunched together, it looks a hell of a lot better than grey/black trash bags. Cool.

Shingo's picture
408 pencils


morse's picture
17103 pencils

Absolutely great. This is more street art. Not really advertising is it?

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krautland's picture
3216 pencils

uhm folks? how is this any different than the trash bags wk london has been doing for more than a year?

Anonymous Author's picture
Anonymous Author
1541 pencils

Nice idea. In reality rubbish bags are overfilled and left in an untidy condition and not in neat rows. If this changes behaviour, then kudos.

Write a wise saying and your name will live forever – Anonymous.

NZeye's picture
3 pencils

This is really scammy. I live in Auckland and most rubbish in the CBD goes in to wheelie bins, not rubbish bags laying on the curbside. This would have been set up purely to be photographed for an ambient award entry. The photograph looks heavily retouched and I'd bet my bottom dollar that the majority of the people working in the CBD have never seen these bags, unless they happened to walk by as the photo shoot was happening. Shame on you Colenso, you can do better work than this.

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