And…the Back to School campaigns are flooding the inbox like an overly eager flash mob. Remember those?
Anyway, Hefty, with help from Havas Chicago, has launched #SaidNoSchoolEver, a brilliantly witty campaign composed of online video, social media posts and influencer outreach. The campaign calls attention to the ongoing lack of funding many schools face with teachers proclaiming the complete opposite of the reality they face on a daily basis. Hefty ensures everyone gets the sarcasm by using the hashtag #SaidNoSchoolEver.
The company aims to build its education cred by touting its position as the only trash bag company that supports the Box Tops For Education loyalty program, citing its $3.5 million donation to the program.
While trash bags aren’t typically on school supply lists, Hefty does offer one set of products — food storage bags — which regularly appear on parents’ shopping lists this time of year. Presumably, the campaign is aimed at boosting brand favorability overall, as well as cajoling parents to reach for Hefty quart and gallon bags rather than those from competitor Ziploc.
The video tackles the challenges school’s face with wry commentary such as “We do not need any more art supplies” and “This map is from 1913. Almost all of the states are there.”
Here are the videos:
And here are the witty memes the brand has posted on Twitter:
#SaidNoSchoolEver pic.twitter.com/yc6YBvt78c — Hefty (@Hefty) August 6, 2015
#SaidNoSchoolEver pic.twitter.com/t50054XckS — Hefty (@Hefty) August 6, 2015
#SaidNoSchoolEver pic.twitter.com/SFew5wrXSh — Hefty (@Hefty) August 6, 2015
#SaidNoSchoolEver pic.twitter.com/N1WqhpqlJf — Hefty (@Hefty) August 6, 2015
#SaidNoSchoolEver pic.twitter.com/EC8ieRP5MD — Hefty (@Hefty) August 6, 2015
#SaidNoSchoolEver pic.twitter.com/sHF2PbWSBm — Hefty (@Hefty) August 6, 2015
One of the videos has also been posted on the brand’s Facebook page and accumulated 170,000 views in one day:
The campaign is near and dear to its Havas creators. Group Creative Director Ecole Weinstein’s mom was an inner-city school teacher for 29 years. Copywriter Matt Bush’s mom was a teacher for 14 years and a principal for 24 years. Creative Director Shelby Georgis’ stepmom is a special education teacher, her sister is a second-grade teacher, her sister-in-law teaches preschool and her aunt taught kindergarten for 40 years.
The campaign follows earlier Hefty work by Havas Chicago in which “Cray Party Moms Get Turnt In Hefty Video That Is So Totally On Fleek” — perhaps the best headline ever written — and unabashedly throw pride for their hard-partying ways. Oh, and they extoll the awesome benefits of the brand’s Ultimate Cups.
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