The Brill Building Re-Imagines a Greener Ireland for Repak

Repak, the organisation with 3400 member businesses has launched its most significant environmental call to action with the relaunch of their Team Green initiative focusing on Ireland’s EU target to recycle 50% of all plastic by 2025.

The campaign – ‘Re-imagine’ – is the first work from newly appointed lead creative agency The Brill Building. It aims to motivate the people of Ireland to recycle more of their plastics and recycle them correctly, while supporting the member businesses who commit to recycling their packaging to help Ireland live in a circular economy. The campaign seeks to encourage plastic recycling efforts by emphasising how many products can now be made from recycled plastic – from cups to chairs to car parts to many 3D printed items in industry.  In this way, it aims to show how plastic recycling can re-imagine business, sport, play, style and so many more commercial and lifestyle sectors.

Repak recently announced that Ireland has surpassed every recycling target set by the European Union for the twenty third year in a row. However there are ambitious plastic recycling targets of 50% by 2025 and 55% by 2050 and Repak say they need everyone’s help to achieve these.

In December 2021, the Irish government announced the first Whole of Government Circular Economy Strategy 2022-23. The Strategy was a specific commitment in the Waste Action Plan for a Circular Economy (WAPCE). The purpose of this high-level, all-of-government strategy is to set a course for Ireland to transition across all sectors and at all levels of government toward circularity.

Laura Sherry, head of marketing, Repak confirmed the campaign ambition, “This campaign is a new direction for the organisation and a refresh for Team Green that puts Repak and our members at the forefront of Ireland’s environmental efforts. We are already central to Ireland’s recycling commitments but are ready to place Repak at the heart of the conversation to make a greener world. ”Supported by recycling and re-use influencers like The Useless Project the through-the-line campaign encompasses tv, print, pr, display and social with strategy and creative from The Brill Building Leading The Brill Building team on the account are CEO and ECD Roisin Keown, Creative Director Peter Snodden and newly appointed Project Lead Sorcha Hanratty.  

CEO of Repak, Séamus Clancy commented on the launch of this year’s Team Green campaign, “We are proud to launch this year’s ‘re-imagined’ Team Green initiative. Since it began in 2018, over 26,000 individuals have joined Repak Team Green and because of their collective efforts, recycled plastic packaging tonnes increased by 22% from 2018 to 2021. We have taken significant steps to protect the environment, recycling more plastic than the current EU plastic recycling target (22.5%) but we must recycle 50% of all plastics by 2025. 

Along with our 3,400 Members, everyone needs to make an effort to recycle correctly and ensure the operation of a circular economy.

By joining Repak Team Green, you can learn how to recycle correctly and play your part to green our world. By working with our Members and helping them to recycle their packaging, Repak is committed to supporting this journey to becoming a greener Ireland for us and our future generations’’.

Roisin Keown, CEO and ECD, The Brill Building, said, “Our initial research identified that recycling motivation had plateaued – not enough of us understand what impact correctly recycled plastic can have or how technology has made it possible for it to live many more useful lives. This has been validated by the research Repak have recently conducted that confirmed just 14% of people have a strong understanding of businesses sustainability efforts. Repak members are doing so much behind the scenes to make a circular economy possible with Repak members signing up to serious reduce, reuse and recycling commitments and it’s important that the public understand when they recycle – and support the businesses who do – they are Team Green too.”