Around 8-10% of global carbon emissions come from food waste. So recycling your leftover food can play a huge part in creating a greener planet.
The team at Gloucestershire Recycles had identified that a large proportion of Gloucestershire residents weren’t using their food caddy’s to recycle their food waste. Door knock research identified the main reason for people not recycling their food waste was because they didn’t have the correct bins and weren’t really sure how.
Our brief was to create an engaging and educational, short video that would encourage the under 30’s to start recycling their food waste.
Taking into consideration both brief and budget we
proposed an animated video with supporting voiceover and backing track. We composed a script that focused on telling the story of the caddy, based inside a home in Gloucestershire the animation takes the viewer on a journey bringing the caddy to life, explaining what it is, how it helps the planet and how to use it, ending with clear ways on how they can get one.
We decided on a clean illustrative style of animation using a minimal colour palette with pops of colour to bring the messages to life and in a visually pleasing way.
From storyboards to After Effects the animation and design team worked closely to develop a cohesive style that brought the script and story to life. Creating smooth transitions and sounds that worked in harmony with the voiceover.
The outcome was a modern and clean animation that took the viewer on a journey with clear digestible and engaging messaging. Resonating with the environmental mindset of the target audience who want to do their bit and guiding them in just how easy it is and how their small actions can power a big change.
The style also lends itself to be used as a wider campaign with slides being independent enough to be used as social posts or even print adverts.
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