North London Waste Authority: advert-top-1 by Therapy

North London Waste Authority has announced the launch of “Save Our Stuff,” a digital TV advertising campaign aimed at getting Millennials to recycle more and “not throw away useful stuff”. Created by advertising and content agency Therapy, the activity is built around research that shows existing recycling messages aren’t resonating amongst this demographic.

The campaign, which is now live, aims to increase awareness and interest in recycling amongst North London Millennials across seven boroughs: Barnet, Camden, Enfield, Hackney, Haringey, Islington and Waltham Forest.

The first element of the three-year campaign, the Save Our Stuff video, focuses on a quirky future scenario set in a world without recycled materials and the benefits that are lost as a result. The clip features a young male from the Netherlands trying to get the attention of a girl in a bar. Having explained that Holland ran out of recycled plastic three years ago, he can no longer get decent trainers and now has to wear wooden clogs. He gets shut down immediately. The shot is followed by the message: ‘Stop throwing away plastic. We need it for making trainers and stuff’.