During my holidays in France, I spent a week down South, by the sea and I could see a lot of campaigns aimed at encouraging tourists and other summer visitors to be responsible while at the beach and protect the environment.
However, such education campaigns often come off as boring and preachy – such kind of messages that end up in deaf ears as people just want to relax, enjoy the sun, play with kids and family all day long!
Well, it seems that an NGO based in California, Keep California Beautiful, has understood that and came up with the off-the-wall PSA below, which is challenging the litter lifestyle associated with fun, flirt and BBQs of summer parties.
I particularly like the tone of this ad: retro 1960’s style music and dance, “cool and hot people” that are at the core of the California brand, and a lot of ironic discourse, such as “It’s more fun to build a garbage castle”! Enjoy!
Credits: Advertising Agency: BBDO West // Prod Company: Tool of North America // Director: Geordie Stephens // DP: Ross Richardson // Production Designer: Peter Benson // Editorial: The Whitehouse Post // Music: Human Worldwide // Aired: July 2009
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