Ad agency Saatchi & Saatchi Cape Town recently launched the "Murderer/Burglar/White Collar Criminal" Clean Conscience campaign for Tuffy using refuse bags.
The campaign aims to dramatise the emotional benefit of choosing a 100% recycled bag over traditional non-recyclable bags.
The brief was to come up with a campaign that would make people feel good about themselves if they chose to use Tuffy’s recycled refuse bags. Tuffy manufactures flexible plastic and paper products for various industries. Tuffy’s refuse bags are 100% recycled and recyclable, allowing people to have a clean conscience.
The humorous campaign artwork was printed onto specially made "giant" bags. The bags themselves were used as the communication medium for the campaign. Bags were also used as funny posters to get the public’s attention.
"Giant" bag slogans included:
Burglar: “The words of Bob’s jailbird father echoed in his head. ‘Son, don’t make the same mistake I made.’ And he hadn’t; this was a 100% recycled refuse bag.”
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.”
White Collar: “Miles was no fool he knew shredding the documents was illegal, but he reasoned that there was no point in sweating the small stuff. After all, he was using 100% recycled bags.”
