Canon NZ Recycling Programme

Out Is The New In.

A creative play on words to increase consumer awareness of Canon’s recycling programme, and the brands commitment to champion sustainability.

Canon New Zealand is a founding member of TechCollect NZ, New Zealand’s first free nationwide e-waste recycling organisation for all broken or end-of-life cameras, printers, scanners, and multi-function devices. TechCollect NZ is a fantastic initiative that Canon New Zealand had only mentioned on their website.

We created a campaign to clearly communicate the brand mission and invite consumers to take action, with Canon New Zealand, in a common goal to reduce the impact of climate change.

‘In With The Old’ flips the well-known phrase ‘out with the old, in with the new’. In doing so, Canon New Zealand redefines an out-dated philosophy and shifts the mind-set of throwing out old items. The campaign message is both instructional and forward thinking. We define a new, responsible approach to recycling e-waste products and clearly provide consumers with a solution for their old products. A stylised letter ‘O’ provide an immediate visual reference to recycling and results in a successfully simplistic design solution.

A social campaign was created to compliment instore point of sale material.