Plastic plays an important role in our daily lives, but the way it is produced, used and discarded causes serious and long-standing consequences on our environment.

In 2021, the South Australian Government began rolling out bans on certain single-use plastic items to combat waste and protect the future of our ecosystem. Since then, South Australia has been leading the way in reducing plastic waste.

We were tasked with creating a campaign that both celebrated the progress and achievements South Australians have made while spreading further awareness about the government bans.

Public service announcements can often come across as technical and laborious. For this campaign, we wanted to ensure South Australians didn’t take it as such. So how could we make this engaging and entertaining, while delivering the core message?

We thought it would be fun to use a light-hearted and humorous approach, leveraging a common social phenomenon to represent our narrative – the nightclub line.

Most of us are familiar with the social setting of a nightclub. Getting banned from a club is humiliating, but it’s usually for a reason; certain behaviour is detrimental and unfavourable to a society. Conversely, being accepted as a VIP is held in high regard and grants social approval. With this in mind, we created a campaign that was totally relatable.

A bread tag, a soy sauce fish and a drinking straw walk into a nightclub line…