Through an unusual and visually stunning showcase, the importance of recycling glass in order to preserve South Africa is clear for all to see. The inspiration behind this commercial was to create an African experience, from bottles and jars, emphasising the interplay between waste and our world.
In this unique world, the animals and landscape are made of glass bottles. Essentially, the glass bottle becomes the hero, a valued packaging, vital to be recycled to protect the environment.
A key concept in the advert is the use of a banking analogy which demonstrates the outcomes of recycling, including water and energy savings amongst other benefits. “This concept allowed us to show a world in which those who recycle get a return on their investment by having an impact on our environment. This banking association with glass recycling helps people to understand that everyone can contribute, and gain, as a result of the benefits derived from recycling,” says Shabeer Jhetam, CEO of TGRC.
“TGRC and our agency were faced with the challenge of creating a commercial that would break away from the mundane format of standard environmental communication and truly reveal the power of packaging in a noteworthy manner,” comments Ant Hanly, CEO of the Tribe Sauce advertising agency.
In order to fully depict the impact of glass recycling, animation software programs including 4D cinema, After Effects and Avid were used during a six week period using 16 computers to render different aspects of the commercial. Each bottle seen in the advert was rendered separately and then placed in position. In addition special lighting techniques were applied to realistically depict the transparent property of glass. The final scene required the rendering of millions of minute bottles from above so that one could visualise the impact of glass recycling on a vast scale.
Trees and animals were scrutinised to ensure that the animations were an accurate representation of what is seen in nature. Animal movement was emphasised to ensure realistic motions were portrayed including animal mannerisms such as the giraffe shaking its head, as a typical representation of what one would see in the bush.
The end result is a commercial that gets noticed, an emotional platform that seizes the attention of a jaded and indifferent consumer. The visualisation of glass recycling and its positive link to creating a sustainable world was done with great attention to detail, vital for a campaign to address consumer apathy.
