Today is International Day for the Preservation of the Ozone Layer – an appropriate day for posting the Reflex recycling paper campaign in Australia. These print ads pick up the culture of environmentalists chaining themselves to trees to physically prevent the milling of native timber in Tasmania, Australia’s island state. The first two ads, “Food” and “Pee” pick up the practical difficulties of such practices. The third ad, “Bear”, takes the campaign into the improbable, bearing in mind that there are no such bears in Australia. The line on each ad, “There are easier ways to help the environment”.
Credits
The campaign was developed at OMG Creative (O’Keefe, Murphy Gaff), by art director Jason Hynes and copywriter Peter Murphy, photographer Chris Budgeon.