The city of Bois-des-Filion needed to implement the collection of organic materials in its territory, in order to comply with the province’s policy on the management of residual materials. To facilitate the implementation of this new collection among citizens, Erod’s creative team participated in the development of a promotional campaign aimed at raising awareness, educate and engage the population to make the right choices in changing the way it manages its residual materials. In order to meet the expected results, we have retained the services of an unconventional spokesperson.
A simple and
In order for citizens to feel
challenged and willing to participate
in the project, they first had to be seduced
by the creative direction of the campaign.
Analyze, understand and
set up the strategy
It was essential to establish a citizen profile in order to determine the approach and the tone to be adopted. The selection of Bruno Landry, alias Chief Groleau, as spokesperson, was unequivocal. Just like the choice of media used for the display of messages, according to a precise timetable established by the strategic team.
Imagine, innovate and
design custom tools
Develop a whole concept around the character of Bruno Landry. Reuse its particular patois to create a unique language and achieve the transfer of assets between his recipe of the “crastillon”, which made it famous, and the campaign’s sorting materials. Adopt an educational approach in a humorous setting. Making compost a simple, accessible and natural concept for all citizens.
and be present
Combine traditional and digital media to reach an audience that goes far beyond the city. Combine press relations with our promotional strategy, in order to make the city shine outside its walls and show the audacity of its decision-makers. Ensure the continuous display of informative content, to ensure the assimilation of new sorting instructions to citizens.
Stand out from the sanitized political discourse that people are used to. Assume the public’s dislike of waste and use laughter to prevent and play down citizen protests.