TBWA\Melbourne and VicReturn Make Recycling ‘Feel Like A Million Bucks’

Victoria’s Container Deposit Scheme coordinator, VicReturn has teamed up with TBWA\Melbourne – The Disruption Company® to unveil its new campaign ‘Feel Like A Million Bucks’. Appointed in June, the agency is flipping traditional recycling narratives to educate Victorians and inspire real action.

Research shows that while a high proportion of Victorians know about the scheme and support recycling, many still haven't made CDS Vic part of their everyday routine. The new ‘Feel Like a Million Bucks’ campaign disrupts the recycling category’s complex educational messaging, by leaning into distinctive humour and honesty. The phrase playfully contrasts the modest 10-cent refund with the emotional reward people experience from taking part.

Jim Round, CEO of scheme coordinator VicReturn, comments, “Our ‘Feel Like a Million Bucks’ campaign embodies the rewarding impact of recycling, showing how the simple act of returning drink containers can contribute to a more sustainable society. It captures the sense of accomplishment that comes from knowing your everyday actions are creating positive change — while also putting a little extra cash back in your pocket”.

Max Reed, creative director, TBWA\Melbourne & Eleven, adds, "Although you may not necessarily ‘get’ rich using the scheme, you'll absolutely ‘feel’ rich, knowing that you’re helping the planet, one drink container at a time. So that became the most important thing to communicate. Put simply, this campaign speaks to all the different ways CDS Vic makes you feel wealthy.”

The media strategy, which was delivered by United - part of TBWA’s full-service capabilities - sees the campaign running across TV, BVOD/OLV/YouTube, Outdoor, Social, Print, Digital Audio, and Digital Display. PR and social specialist Eleven and sustainability consultancy

Sustain by TBWA also played a key role in driving behaviour change strategies through-the-line.