Agency Launches Bold Campaign Urging Kiwis to Recycle Their Exes
In a bold new campaign dripping with emotional residue and questionable typography, Hamilton-based agency Clutch & Claw has unveiled 'Bin Him Again', a nationwide push to get Kiwis to metaphorically (and, in extreme cases, literally) recycle their ex-partners.
The campaign is fronted by a cast of 30-something actors hired expressly for their 'post-breakup faces'—that hollow-yet-hopeful look captured best under cloudy lighting and mid-range DSLR blur. It features moody 15-second spots on TVNZ+, bus shelter posters smelling faintly of regret, and an OOH installation in Wellington’s Cuba Mall featuring an actual wheelie bin of shredded love letters.
According to Creative Director Trix Wilkins (who divorced twice during strategy), the insight came from “a brainstorm that somehow turned into a support group.” Wilkins added, “We realised that Kiwis are great at separation, just not emotional separation. We wanted to take that latent passive-aggression and give it purpose.”
Early results show strong engagement in Orewa and parts of Dunedin, with over 10,000 downloads of the companion app ‘Take Him To The Tip’. The app does little beyond playing a breakup playlist and telling you you're probably right. Clutch & Claw reports two Cannes pre-entries and one restraining order so far.
The campaign is fronted by a cast of 30-something actors hired expressly for their 'post-breakup faces'—that hollow-yet-hopeful look captured best under cloudy lighting and mid-range DSLR blur. It features moody 15-second spots on TVNZ+, bus shelter posters smelling faintly of regret, and an OOH installation in Wellington’s Cuba Mall featuring an actual wheelie bin of shredded love letters.
According to Creative Director Trix Wilkins (who divorced twice during strategy), the insight came from “a brainstorm that somehow turned into a support group.” Wilkins added, “We realised that Kiwis are great at separation, just not emotional separation. We wanted to take that latent passive-aggression and give it purpose.”
Early results show strong engagement in Orewa and parts of Dunedin, with over 10,000 downloads of the companion app ‘Take Him To The Tip’. The app does little beyond playing a breakup playlist and telling you you're probably right. Clutch & Claw reports two Cannes pre-entries and one restraining order so far.