Teachers Say They Have Too Much Money for Supplies in This Sarcastic Hefty Campaign

From Havas Worldwide Chicago

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.

 

 

CREDITS

Client: Hefty 

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