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Garbage truck gets sweet makeover

How do you get people talking about scented bin liners? Saatchi & Saatchi South Africa did it by taking the smelliest thing they could find - a garbage truck - and giving it a sweet makeover to make the point that Tuffy's scented bin liners disguise bad odours.
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An ordinary smelly garbage truck was cleaned and dressed in candy-striped vinyl and with a giant melted ice cream sculpture elevating the height of the truck to over 5,3 metres. The serenading sounds of traditional ice cream truck music blared from the speakers to attract attention.

The activation took five months from planning of concept to implementation and seven days to dress the truck and create the sculpture, the result: an unprecedented activation, which received jaw-dropping attention whilst being spotted by Capetonians from the centre of town all along the Sea Point Promenade on.

Rory Murray, marketing director at Tuffy Brands says, "We love that our brand has the ability to be playful and have fun, while still communicating this products obvious benefit. The agency did an amazing job of conceptualising something that seemed completely far-fetched and made it a reality."

View the video here:

Tuffy is the only certified 100% recycled refuse bag, with majority from post-consumer waste.

For more information visit: www.tuffy.co.za or join the conversation: www.fb.com/tuffybrands and @tuffybrands on Twitter

Client: Tuffy Brands
Agency: Saatchi & Saatchi
Executive Creative Director: Gavin Whitfield
Associate Creative Directors: Yvonne Hall, Mimi Cooper
Stylist / Art director: Andrew Chandler
Producer: Andrew Chandler, Lee-Ann Jacobz, Ali Coetzee
Designers: Sarita Immelman and Marcelle Labuschagne
PR: Kisha van Vuuren at Tin Can PR
Printing by Branco


Saatchi & Saatchi's press office

Saatchi & Saatchi
We are a full service, integrated communications network. We're in the business of getting people to fall in love with our clients' products and services. Through our creative ideas across all media and all disciplines, we set out to turn brands into Lovemarks which, unlike brands, generate loyalty beyond reason. You can see our work here.
Great idea to brand a garbage truck. Was suggested to Rory by someone many months ago. The message on the truck would have been 100% recycling. ie a truck on its way to Tuffy to make garbage bags. I think the execution/message is wrong!
Posted on 28 Feb 2014 13:03
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