What seems to be something ordinary for people is chaos for the environment — and the economy as well. We’re not talking trash; we’re talking about trash. While some of us consider rubbish as being something worthless, the Australian Government looks at it and sees the tremendous value it holds. Venturing in a new, national journey, the Australian Government seeks to inspire Aussies to recycle more and buy products manufactured from recycled ingredients.

Via the “ReMade in Australia” campaign, made public at the beginning of December 2021, the administration shows that some incredible new products such as playgrounds, roads, and even sunglasses share the same DNA: recycled waste. Rubbish can serve as a great material to build something valuable; a statement that the government backs up with a series of creative materials developed with the help of The Monkeys ad agency — part of Accenture Interactive.

“We are taking responsibility for our waste, we put a stop to it being shipped overseas as someone else’s problem, and we have made recycling one of six national manufacturing priorities,” says Prime Minister Scott Morrison. “We need to recycle even more and this campaign will help consumers and businesses understand the benefits that recycling can deliver for our environment and for jobs. ‘ReMade in Australia’ builds on the pride we all have in Australian-made and the pride we take in doing the right thing for our environment,” continues Morrison.

When the life span of a product comes to an end, we don’t have to throw it away. Instead, we can choose to continue its life cycle in a more meaningful way. Adopting a recycling behavior and shifting our purchasing decisions towards products that have been given a second life is invigorating not only for Mother Nature but for the population as well, as recycling allows new industries to emerge and more jobs to be created.

“‘The ReMade in Australia’ campaign asks Australians to look for those products using recycled materials, it raises awareness about the ways recycled materials contribute to our everyday lives,” explains Minister for the Environment, Sussan Ley.

One’s trash isn’t trash actually — working with industry, rubbish can be brought back to life. And while the government implements innovative ways to include recycled materials in Aussies’ lives, The Monkeys are tasked with elaborating a series of creative executions to visually support the government’s big plans, one of which is a short TV spot.

A 30-second-long video showcases the many things that are proudly ReMade in Australia. It starts by leaving the audience in an alley, then carries the viewers to a playground, and then to a sports field. The images then unfold quickly, presenting us with things like toys, furniture, or sunglasses. All visuals are accompanied by the word “Rubbish,” while a narrator makes it loud and clear what lies at the foundation of all these products. Yup, it’s waste! “So, your rubbish isn’t rubbish at all, because every time you recycle, you’re helping remake Australia into a better place for everyone,” concludes the video.

The campaign also runs across radio, print, and DOOH and is supported by an online platform that the public can use to discover more about ReMade in Australia, learn some tips for home recycling, explore how recycled materials are turned into useful items, and much more.

Credits:

Client: The Australian Government

Agency: The Monkeys