Tuffy is a plastics company that makes 100% recycled refuse bags. To introduce this fact to the public, we developed communication that dramatises the emotional benefit of choosing a recycled bag over the alternative – you’ll feel good about yourself. We then printed the artwork onto specially made oversized bags and used the bags themselves as the communication medium. We filled the bags and placed them at the epicentre of the V&A Waterfront, which attracts an average foot traffic of 60 274 visitors per day! To maximise the reach, we also hung the plastic bags around the area in a more traditional poster format.
[Murderer] Although deep down Toby knew that murder was wrong, he couldn't help but feel good about himself. After all, he only ever used 100% Recycled Refuse Bags. Tuffy. For A Clean Conscience.
[Burglar] The words of Bob's jailbird father echoed in his head, "Son, don't make the same mistake I mad." And he hadn't; this was a 100% Recycled Refuse bag. Tuffy. For A Clean Conscience.
[White Collar Criminal] Miles was no fool. He knew shredding the documents was illegal. But, he reasoned, there was no point in sweating the small stuff. After all, he was using 100% Recycled Refuse Bags. Tuffy. For A Clean Conscience.
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