Reimagining Waste
for Cleanaway
◆ The project
A pair of 7-second micro-spots for Cleanaway's Reimagining Waste platform — one built around a bathroom/beauty bin, one around the kitchen. Tightly composed, single-image hits designed to run at high frequency across digital pre-roll and OOH, in the negative space of a category most Australians scroll past.
A pair of 7-second micro-spots from Cleanaway’s Reimagining Waste platform, with agency alt/shift/. The format was chosen to live where the audience actually is — pre-roll, BVOD bumpers, social stories, OOH digital — and each cut carries its own environment, one in the bathroom and one in the kitchen.
7-second spots are deceptively hard: no narrative runway, nowhere to hide in the edit, no forgiveness for a framing choice that doesn’t land in the first frame. Every asset in front of camera was specced, tested and placed in pre-pro so the two cuts read together as a set and separately as stand-alone media.
Precedent: Cleanaway × alt/shift/ previously on A Throwaway Decision (2024).
Platforms
Digital pre-roll · BVOD · OOH · Social
Formats
7s Beauty · 7s Kitchen · Stills
◆ More from this campaign
2 supporting cuts
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