Re-turn Deposit Scheme's New Year Campaign Makes Resolutions Easy
Re-turn, operator of Ireland’s Deposit Return Scheme, has released their latest campaign under the new ‘Re-turn It Right’ brand platform, in partnership with creative agency Boys+Girls.
The new work leaves the festivities of its recent Christmas campaign behind and instead looks at how Re-turning is the best New Year’s resolution to take on this year. However, just like the Christmas work, this new campaign taps into the insight at the heart of the brand platform - that in Ireland, we’re a nation defined by rituals and the shared belief that there’s a right way to do things. Like how the right way to approach New Year’s resolutions is to take on everything with the best of intentions (no matter the outcome!) and how the right way to recycle is to Re-turn - which is quickly becoming one of our rituals, with a 91% recycling rate* for bottles and cans.
The New Year’s film was the second in a collaboration with director Guy Manwaring, Butter productions, and Screen Scene Post Production. In the spot, we’re introduced to Sinead, who, like many of us, is determined to shake up her routine and take on the New Year with infectious enthusiasm. From sea swimming to French lessons to juice cleansing, she’s giving it all a go, in the hopes that something - anything - will stick. However, when that doesn’t turn out quite as planned, her partner Colm takes a much more realistic approach to resolutions, suggesting that the best way to kick off the New Year might just be to start small with Re-turning.
The New Year’s campaign can be spotted across TV, social, OOH, and radio, with each execution reminding the nation that Re-turning is the easiest resolution - with the biggest impact - that you could make this year.
Dermot Mulligan, chief marketing officer at Re-turn, noted that “Every January we set ourselves big goals, but the habits that last are usually the simple ones. Re-turning bottles and cans has quickly become part of everyday life in Ireland, and this campaign celebrates that shift. By choosing to Re-turn, people are starting the year the right way, with an easy action that delivers real, measurable impact for the environment.”
Caroline Keogh, executive relationship director at Boys + Girls, commented, “Re-turn are our newest client at Boys + Girls and we are very much looking forward to partnering with them to achieve increased recycling rates for cans and bottles in Ireland. This campaign, and the preceding Christmas activity, ladder back to the new brand platform which we developed for Re-turn and are a portent of what’s to come from this relationship - insightful, entertaining and clear communications that deliver business results.”
*Since the introduction of the Deposit Return Scheme, the national recycling rate for drinks containers placed on the market has risen from 49% to 91%, with 76% of those containers collected through the scheme.
