DSW - 'This Means You' Campaign
We've all encountered the icon for 'Don't litter / Use a bin'...
It's an international symbol we all see on most products, yet it would seem that most litterbugs think it doesn't apply to them. This campaign set out to reiterate the symbol's audience: everyone.
'THIS MEANS YOU!', it says, customising a multicultural range of Durban characters that are taking the symbol to heart and using bins in playful actions.
The result is bright, cheerful and suitably positive message with a bit of a 'rainbow nation' feel.
I know, I know. Dustbins and Garbage trucks?... Why the hell would you put those in your portfolio?! Well, because these things really are everywhere! This is probably the longest standing outdoor execution I can lay claim to. It's been nearly 10 years by now I think, and for now it looks like they're still sticking with it. I like that I played a part in something positive that's become a consistent visual element within the Durban experience.
