DUBLIN, IRELAND — Environmental non-profit organization Repak has launched a campaign from creative agency The Brill Building to rally Irish businesses and the public to change their behavior regarding recycling.
Repak works with 3,500 member businesses with a remit to help Ireland achieve its EU recycling targets. Repak collaborated with The Brill Building on “The Most Sorted” campaign, an ambitious new campaign designed to change the way Ireland recycles packaging.
“The Most Sorted” is an integrated campaign calling on businesses and the Irish public to reduce the amount of packaging that goes to waste by sending material “Clean, Dry, and Loose” to recycling. This is the second national Repak campaign from lead strategic and creative agency The Brill Building since 2022’s “Re-imagine,” and is delivered with media agency Core, PR from Teneo, Social from Group M Invention, and web from Kooba.
“The Most Sorted” creative takes a distinctive and creative approach to its behavior change message. The visual effects in the TV, OOH, Social, and online versions of the campaign show what might happen if we could see the packaging lingering in the atmosphere rather than “out of sight, out of mind.”
Award-winning Irish production company Banjoman with Director Henry Littlechild and Post Production house Gabha created the audio visual spots including TV, Online formats and Cinema, with music from Le Boom’s Christy Leech. The distinctive Out Of Home was shot and produced with photographer Liam Murphy.
“The Most Sorted” is designed to motivate the people of Ireland to recycle more of their packaging and recycle them correctly, while supporting the member businesses who commit to recycling their packaging correctly to help Ireland live in a circular economy. The organization’s figures show that if more of Ireland’s packaging was disposed of in this way, it could divert just over half a million tonnes to recycling. The claim appears throughout the campaign at key points.
There are ambitious plastic recycling targets of 50% by 2025 and 55% by 2030, and Repak has previously sounded the alarm that we need a step change in our approach to recycling to achieve the greener future consumers say they want.
Newly appointed CEO of Repak, Zoe Kavanagh, commented, “Research conducted for Repak in two phases in 2023 and 2024 identified that businesses and the public want to do the right thing when it comes to recycling but are often unsure how. Even worse, at its most extreme, this can manifest as a ‘Better to do nothing than do it wrong’ fear so it was very important for the campaign not just to educate on proper recycling but to motivate from a place that is supportive, hopeful and positive. We are excited to help achieve more for Ireland and the planet’s future.“
The campaign was created by The Brill Building team of; ECD and creative strategist Roisin Keown; Creative Lead Peter Snodden; Copywriter John McMahon; and Project Lead Eleanor McCarthy with Design by Shane O’Riordan.
Banjoman Producer Matt D’Arcy said, “From the moment we saw the script we knew Henry Littlechild would be perfect to help bring it to life. The Brill creative team with Gabha and Henry worked tirelessly over a number of weeks to deliver a final film worthy of the creative.”
Roisin Keown, CEO and ECD of The Brill Building, added, “The challenge was to create communications that were distinctive, unlike standard public messaging to achieve the standout and memorability we always strive for. We’re really appreciative of the trust the Repak team have placed in the idea to achieve something surprising and that should result in a step-change for Ireland’s recycling habits.”
CREDITS:
Client: Repak
CEO: Zoe Kavanagh
Marketing Director: Laura Sherry
Digital Marketing Manager: Melissa Dunne
Agency: The Brill Building
ECD: Roisin Keown
Creative Lead: Peter Snodden
Copywriter: John McMahon
Project Lead: Eleanor McCarthy
Design: Shane O’Riordan, Gayle Briody
Production Company: Banjoman
Director: Henry Littlechild
Producer: Matt D’Arcy
DOP: Burchii Wojnar
Editor: Rob Hegarty
Post-Production: Gabha Studios
Motion: Daniel Morris
Post Producer: Dafydd Upsdell
Sound: Scimitar Sound
Sound Engineer: Dean Jones
Original Music: Christy Leech
Photographer: Liam Murphy
Retoucher Alexis Goodwin
