Trash bag company Hefty and Havas Worldwide Chicago tackle a big issue—one that's more powerful than smelly garbage or nondurable bags—for the brand's new #SaidNoSchoolEver campaign.
The new work, which includes two 30-second online spots and a handful of playful memes, aims to raise awareness of the serious lack of funding many public schools and teachers face—but does so in a tongue-in-cheek manner.
The writing in the 30-second spots is both sarcastic and sharp, with teachers delivering lines like "We do not need any more art supplies" and "This map—from 1913. Almost all of the states are there."
"At no point was this supposed to be polarizing for the brand," Havas group creative director Ecole Weinstein told Adweek. "We wanted to touch the surface of the issue and still do it with a bit of a smile and make [the campaign] culturally relevant and sharable."
Havas also wanted to bring Hefty's involvement with the Box Tops for Education program to light. Hefty, the only trash-bag brand currently supporting the initiative, has donated over $3.5 million to Box Tops over the years. The subject matter also hit close to home for some members of Havas' creative team.
"Myself, as well as a couple members of the creative team, have deep ties to the education system," Weinstein said.
Weinstein, whose mother was an inner-city school teacher in Florida for 29 years, said she grew up knowing all about the challenges teachers and public schools face. She added that the dry, sarcastic humor would share well on social channels, especially among the teacher crowd searching for a little bit of humor.
Check out some of the memes from the campaign below.
Agency: Havas Worldwide, Chicago
Chief Creative Officer: Jason Peterson
Group Creative Director: Ecole Weinstein
Creative Director: Shelby Georgis
Copywriters: Matt Bush, Ellie Brzezenski
Co-Head of Production: David Evans
Executive Producer: Brigette Whisnant
Producer: Jordan Sider
Business Affairs Manager: Bonnie Hamilton
Group Account Director: Lisa Evia
Account Director: Kevin Passolt
Senior Project Manager: Matt Hartwig
Production Company: Caviar Content
Director: Jeff Bitsack
Executive Producer: Darren Foldes
Producer: Tova Dann
Director of Photography: Giorgio Scali
Editing Company: Studio 6 CHI
Senior Editors: Mike Abrams, Andrew Maggio
Senior Audio Engineers: Todd Bernstein, Studio 6 CHI; Mark Ruff, CRC
Executive Producer: Lauren Shawe
Post Producers: Jordan Sider, Kara Weinert
Colorist: Luke Morrison, The Mill
Assistant Editor: Kelsey Moher
Graphic Artist: Jesse Willis, Studio 6 CHI