Sustainability Victoria urges people to embrace electronic waste recycling in animated campaign

Victorians are being implored to send their e-waste to a better place, in a campaign which highlights the dangers it poses to both humans and the environment.

Icon Agency said it took inspiration for the campaign from Pixar animation studios and 1960s program The Jetsons.

The new campaign marks the beginning of a two-year effort by Sustainability Victoria which is formulated to help change the way people think about their old electronics, ahead of a state-wide ban on e-waste in rubbish bins and landfill starting on 1 July next year.

“The campaign’s key creative challenge was that most people couldn’t tell you what e-waste is, let alone how to dispose of it correctly. Our goal, therefore, was to ‘show’ the journey of e-waste in a fresh and completely different way,” said Icon Agency’s creative director Rod Clausen.

“Rather than sending e-waste to landfill, the campaign encourages Victorians to ‘take your e-waste to a better place’ so it can be recycled into valuable metals and new products.”

The agency said the e-waste campaign sets a high benchmark for creativity and quality of execution, with Rennae Christensen, campaign adviser for Sustainability Victoria’s social change and engagement department saying it should start a conversation.

“Icon Agency’s vision for this campaign has led to the creation of a unique and innovative campaign to educate Victorians about the value of recycling e-waste. We are excited to be delivering a campaign that starts the conversation about the largest growing waste stream in Australia in an entertaining and informative way.”

The campaign is careful not to over-promise on the value of e-waste recycling, instead noting it could help “build a better future and leave our planet in a better state”.


Client – Sustainability Victoria

  • Campaign Lead, Social Change & Engagement – Kellie Watson
  • Campaign Advisor, Social Change & Engagement – Rennae Christensen

Agency – Icon Agency

  • Creative Director – Ed Bechervaise
  • Creative Director – Rod Clausen
  • Writer – Aaron Tyler
  • Art Director (print) – Mal Chambers
  • Group Account Director – Hazel Tiernan
  • Senior Account Manager – Joanna Raine
  • Social and PR Director – Fiona Miller
  • Senior Designer – Luke Matthews
  • Senior Designer – Nana Derkyi
  • Studio Manager – Mark Oriondo
  • Producer – Naomi Mendoza

Production – Cirkus, Auckland

  • Animation Director – Christian Greet
  • Storyboarding – Wei Kit Yoon, Jasmin Ng
  • 2D Design – Gabriel Romero
  • 3D: Chris Lyne, James Turnbull, Matthew Tan, Roman Yurovskiy, Courtney White, Albert Zhang, Kevin Beckers, Greg Smith
  • Animation – Joon Seok Yoon, Shuo Liu, Wei Kit Yoon, Brett Tunnicliff
  • Producer – Puteri Raja Ariff
  • Ringmaster – Marko Klijn
  • Sound design – The Sound Room, Auckland
  • Press & Poster Illustrations – Cirkus, Auckland

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