Client /

NLWA

X

Media Therapy

Project Categories /

Advertising, VOD, Social Media Campaign, Environmental Awareness

THE CHALLENGE

For ordinary young North Londoners, recycling is as relevant as veganism, child rearing or snooker on telly: whilst they are aware of it and know it’s important to other people, it just doesn’t occupy their world. It is deemed a boring, time consuming chore with no benefit or payback.

It falls between the cracks of their mind. So when they see or messaging about it, they don’t connect. They subconsciously think, “that’s for somebody else”...

We needed to connect with busy, independent young people living in North London. So we have created some entertaining thought provoking TVC’s that don’t preach and have been proved to cut through to our difficult to wake up target audience.

These concepts needed to be brought alive in social and as an immersive campaign hub.

THE IDEA

#ASKARJEN - bringing the character from the spots to life on social, by which viewers can interact and create a temporal relationship with.

#ASKARJEN is the ‘SIRI’ of recycling – but we go one step further, as he doesn’t just respond when agitated, he delivers snippets of wisdoms to his audience on a regular and topical basis. Social platforms are the perfect entry for #ASKARJEN’s entry into the social world, as his tone of voice is intially *interacted with on a textual level. This emphasises his Dutch accent through phonetic spelling and gives space for word play. #ASKARJEN also makes up words, as this enforces the language of recycling and in a playful manner and simultaneously builds on his rapping career.

#ASKARJEN ON SOCIAL

#ASKARJEN takes pictures of inane inanimate everyday objects. While this is interesting to the uber hip, it is actually a device to designate how to recycle different things. #ASKARJEN posts where community sustainability events are going on and highlights different local venues which recycle. #ASKARJEN combines his love of trainers, recycling and reflection of society. He expresses this awkwardly yet philosophically. He is quotable; just like Kanye. *Whilst he was rejected at the pub, there has been a culmination of sorts that he has found fellow recycling friends in North London.

#ASKARJEN ON TINDER

Tinder, the most widely used dating app, is another social platform for North Londoners to #ASKARJEN questions. His profile fits seamlessly into the culture of the online community, yet locally nuanced and recycling focused. Based on the insight that millennial North Londoners love ‘Tinder Bashing’, this activation allows for further participation in the cultural colloquialism.