Meet Keep NZ Beautiful’s Mama Nature

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FCB and not-for-profit charity Keep New Zealand Beautiful have launched an anti-litter campaign, fronted by a new kind of Mother Nature – a no-nonsense Kiwi character known as ‘Mama Nature’.

‘Mama Nature’ was developed to get Kiwis to wake their ideas up about littering and start lifting their game,” says KNZB ceo Heather Saunderson.

This will be the first major above-the-line campaign for Keep New Zealand Beautiful since its iconic ‘Do the Right Thing’ and ‘Be A Tidy Kiwi’ campaigns, which ran in the 1980s and 1990s.

FCB chief brand officer David Thomason said: “The media environment has changed a little since 1993’s ‘Do the right thing’. FCB approached this more like we were creating a meme than an ad. It needed to be distinctive, fun and provocative, and work brilliantly in short video and stills. We hope Mama Nature and her catch-phrase will be shared, mimicked and parodied.”

KNZB CEO Heather Saunderson said the organisation will be undertaking more work to reach a holistic view of the country’s litter problem.

“The next stage of our litter prevention project will involve us partnering with Stats NZ to launch a national litter audit, physically inspecting litter in areas such as motorways, rest stops, residential streets, beaches, rural and industrial locations.”


Client: Keep New Zealand Beautiful
CEO: Heather Saunderson
GM: Jodie Stuart
Marketing Manager: Kath Doubleday
Agency: FCB New Zealand
Production Company: Tomorrowland
Director: Justin Harwood
Producer: Shannon Cairns
Sound Studio: The Coopers of Franklin Road

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