SYDNEY, AUSTRALIA – Australian Ethical Superannuation has unveiled a Out of Home campaign that rewrites the playbook on sustainable advertising. Executed across the oOh!media network, this campaign is being hailed as the most environmentally conscious OOH activation ever seen on Australian streets.
Together with Benedictus Media, the brand’s longtime media agency partner, Australian Ethical placed sustainability at the heart of every media and production decision signalling a turning point in how purpose led brands approach outdoor media. The collaboration with oOh!media marked a significant first for the network, where environmental considerations were the primary focus.
Sarah Young, group director ESG, oOh!, said: “This campaign shows what’s possible in Out of Homewhen sustainability is considered from the very beginning. From targeting sites on renewable energy to creative testing and the use of recyclable materials, every detail was carefully thought through. It’s a significant milestone for oOh! and a clear example of how our industry can continue to drive towards more sustainable media solutions, without compromising audience impact or effectiveness.”
Running in Sydney, Melbourne, Brisbane and Perth, it featured on over 720 advertising sites across Road and Street, blending digital and classic sites.
The campaign leveraged oOh!’s network of more than 15,000 sites which are either powered by solar, which includes more than 800 bus shelters, or, where electricity was drawn from the grid, through GreenPower™ – the government-accredited renewable energy purchasing programme.
Large format classic billboards were produced using EcoBanner – the only Australian-made, PVC-free, flexible banner fabric that offers a 100% capable closed-loop recycling solution. In addition, oOh! tested Australian Ethical’s digital creative prior to launch, to help inform decisions on the impact of campaigncolour use on energy consumption.
Emma Grainge, head of brand and communications at Australian Ethical, said: “Our Ethical Charter guides everything we do including how we invest to build our brand. It’s been great working with oOh! and together executing the out of home stream of our latest campaign in a way that reflects our values.”
Phil Benedictus, founder of Benedictus Media, added: “When oOh! introduced us to its growing suite of sustainable solutions, Australian Ethical was the obvious client to embrace them. We’re proud to have worked with oOh! to create a campaign that not only met communications objectives but also set a new bar for what is possible in responsible, sustainable Out of Home advertising.”
