Client: Mpact Recycling | Role: Concept development, art direction, design, shoot direction
Global Recycling Day
The Challenge
South Africa’s recycling landscape is shifting. Households are consuming less, which means fewer recyclables entering the system. Lower volumes make competition among collectors more aggressive — and every kilogram counts.
At the same time, collection infrastructure has shrunk:
Recycling banks have been removed
Ronnie’s school programme is no longer active
Mpact operates only 14 branches and relies on over 100 dealer partners
With fewer touchpoints and tighter margins, the core question became:
Why would a collector choose Mpact
over Golden Era or any other buyer?
We needed a campaign that pushed behaviour, not just awareness.
Strategy & Idea
Global Recycling Day offered a useful moment — but not automatically a useful message.
To make it meaningful, the campaign had to bridge consumer behaviour and collector action.
Long-term aim
Shift the entire value chain toward higher collection volumes by targeting:
Collectors
Recycling suppliers
Dealers
Households and consumers
Short-term aim
Use Global Recycling Day to drive immediate action:
Motivate collectors and suppliers to bring correctly sorted material to Mpact
Give consumers a simple way to start recycling properly
Reinforce Mpact’s role as the reliable, structured part of the recycling value chain
The creative line anchored everything:
“Get recyclables to the right place.
Whatever it takes.”
It’s directive, simple, and frames recycling as a shared responsibility — not a corporate message.
Creative Response
I led the creative development and visual execution from the ground up.
My contributions included:
Full campaign concept development
Art direction and design system
Layouts, visual hierarchy, colour system and typographic approach
Direction of tone, movement and narrative flow for video
On-set direction to guide performance, framing, and visual continuity
Build-out of social formats, including reels, educational posts and multi-frame assets
The design was intentionally clean and instructional — clear iconography, simple movement, and messaging that gave each audience group a direct action to take:
Consumers: “Use the Waste Classification Guide”
Collectors/Suppliers: “Find an Mpact branch or dealer”
Execution (filming, animation and edit) was produced using the framework and visual language I established.
Results & Impact
Even with softer Global Recycling Day benchmarks, the campaign achieved what it needed to: clarity, direction and action.
Strong reel performance relative to GRD norms
High click-throughs to the Waste Classification Guide
Meaningful traffic to Find a Branch / Dealer
Positive sentiment and good engagement across platforms
Internal feedback showing better sorting behaviour at branch level
The success wasn’t in volume — it was in precision: getting people to do the right thing, in the right place.
Outcome & Learnings
The campaign repositioned GRD for Mpact as a practical, behavioural prompt rather than an annual awareness ritual.
It aligned collectors, suppliers and consumers around a single intention:
make recycling easier, cleaner and more accurate — whatever it takes.
The concept now serves as a platform Mpact can scale into future education and sorting initiatives.