Green Cleanup is the name for the World Cleanup campaign in Croatia. In short, World Cleanup is a project that started in Estonia and spread worldwide, and its goal is to clean up illegal landfills through organized volunteer work.
After conceiving the communication strategy, name and visual identity, the agency Bruketa&Žinić OM was entrusted with the communication campaign, aimed at informing the public about the project, about marking the sites of illegal landfills and how to get involved in the cleanup activities.
The campaign was conceived as a call to an eco-revolution, and animals were selected as the main characters – funny, catchy characters, and representatives of nature that humans continue to pollute. A teaser TV video was shown at the start.
An important part of the campaign was prior to the actual cleanup day (21 April), intended to inform citizens of how they could mark the position of illegal landfills they knew of via smart phones or the website:
left: Join the global movement; right: Map and destroy
Both the Government and President of the Republic of Croatia gave their support to the campaign, in addition to many companies, organizations, about 100 towns and municipalities, celebrities and, of course, the main characters of the campaign that in the final commercial invited the general public to participate:
About 40,000 citizens participated in the campaign :)
Bruketa&Žinić OM / Tanja Škorić (Creative Director), Kitica Kekić (Senior Copywriter), Marko Matijašević (Junior Copywriter), Sonja Šurbatović (Art Director, Illustrator), Damir Mazinjanin (Designer), Zorana Šafar (Account Director), Martina Ivkić (Account Executive), Ivan Tanić (account planner), Vesna Đurašin (Production Manager), Jelena Mihelčić (Press Relations), Marko Ostrež, Radovan Radičević (DTP)
Brojka Produkcija, RED studio (TV production)
Kristijan Kaurić (director)
Tena Letica, Sonja Šurbatović (illustrators)
Tarik Filipović, Goran Vrbanić, Lucija Barišić, Marina Bažulić, Zrinka Kušević (voices)
Millenium promocija (PR, media)
Sanja Vuković, Media Polis (media planning)