Today is Clean Up Australia Day, a day in which volunteers tidy up their environment, from the beaches, rivers and creeks, parks, public bush lands, shops and malls, school grounds and outdoor transport areas. The campaign, online at cleanup.com.au, was started by Ian Kiernan, an Australian builder and solo yachtsman. As he sailed around the world in 1987 he was shocked at the extent of pollution and rubbish he saw in areas such as the Sargasso Sea in the Caribbean. When he returned to Sydney he enlisted friends and developed a campaign to enlist 40,000 volunteers to clean up Sydney Harbour. In 1990, the following year, almost 300,000 volunteers enrolled for Clean Up Australia Day. Clean Up the World was launched in 1993, involving approximately 30 million volunteers in 80 countries.
This year’s TV campaign, “That Mucky Country”, focuses on the ruin of Australia’s classic scenery by rubbish. To the tune of “Kookaburra sits on the old gum tree”, the spot opens on what at first appears to be Uluru (Ayers Rock) at dawn. But no, it’s an overflowing rubbish bag left on the ground. And no it’s not a rocky outcrop in the Grampians, it’s trash. A bicycle wheel replaces Sydney Harbour Bridge. A plastic blag swims through water like a jellyfish would through the Great Barrier Reef. Brown bottles replace the 12 Apostles rock formations on Victoria coast. A gloved hand reaches down and picks up one of the bottles. The camera shows us that we’re looking at volunteers on the beach near Port Douglas, north of Cairns.
Mucky Country was created at DDB Sydney by creative director Carry Horner, creatives Michael O’Rourke, Daniel Lunn and Charlie Cook, with agency producer Sean Ascroft.
Clemenger Proximity Sydney is the advertising agency behind the earlier Clean Up Australia advertising campaigns.
Bag Yourself a Better Environment
“I’ve been through my fair share, I must say. One minute they’re by my side, next day I shove em. Then you see them down the beach. They’re in the street and it’s so embarrassing. Now I just have to refuse the offers. Thankfully I’ve got really close to this new one. I’ve come to realise how useful they can be. Strong. Reliable. Great with the shopping. Best of all, if I don’t have this one by my side I know I can easily pick up another one!” The super: Refuse & Recycle Plastic Bags. Bag Yourself a Better environment.”
A woman behind the video store counter asks her male customer, “Just the video?” “Those two thanks”. “Would you like me to put them in something that blocks up drains and creeks, injures our precious marine life contributing to the 230,000 plastic bags dumped in landfill every hour, taking up to 1000 years to break down?” “Ahm… I’ll just carry them!” Voiceover: “It’s time to think about what you’re really asking for. Say no to plastic bags.”
The checkout attendant says to her customer, “Good afternoon. Five fifty thanks.” “Can I get something to put those in that’s going to injure marine life, clog our drains and landfill adding to six billion other plastic bags used every year that aren’t recycled meaning most end up as rubbish.” “You could just use one of these…”, says the attendant, holding up a green re-usable shopping bag. Voiceover: “It’s time to think about what you’re really asking for. Say no to plastic bags.”
This ad, from 2005, features Merrick and Rosso, Australian comedians. Russo opens the ad by wiping clean a screen with the words “Clean Me”. He says, “Gidday Australia. Did you know Sunday March 7 is Clean Up Australia Day. It’s your chance to give this brown old land of ours a good old clean. So don’t just sit there Australia – get on down to your local clean up site and help make Australia shine. Visit cleanup dot com dot au or call 1800 024 890.” At this point the camera pans out to reveal Merrick idling on a couch as volunteers around him pick up rubbish. The blue gloved hand of a coordinator taps him on the shoulder and urges him to get into action. Sponsors listed are Collex, Ford and McDonalds.