60% of items that currently go into the non-recyclable (general waste) bin can be recycled. Oxfordshire County Council (OCC) wanted to raise awareness and encourage people to sort their household recycling before they visit one a recycling centres.
OCC contacted DC Design Works to develop a motion graphics design solution inject life into the subject of waste management, and increase audience engagement. The goal was to develop two 30 second animations that: identify the six most common recyclable item groups that go in the non-recyclable (general waste) bin, raise awareness that they can be recycled, direct the audience where they can go, and remind them to book their slot at a waste centre.
The core benefit to be communicated to the audience was time saved in their visit to their local waste centre. With this in mind storyboards and were developed to communicate the speed and ease visually.
There was a focus on simplicity, and a need to reflect the familiar colour schemes and iconography of the WRAP waste brand. Fortunately the colours are vivid and the icons simple.
The animation opens with a bright, multi-coloured jumble of familiar recycling arrows. They float easily in space, and a suddenly punched into a vivid hyper-space style scene. We quickly emerge into a light, clean layout that fills out the details with fluid movement and bright colour gradients.
It is made tactile with layers of texture and fizzy grain, while subtle sci-fi sound effects pop over a warm synth music bed. When taken in together, the full animation brings real vibrancy to the subject matter.
The clip ends with recycling arrows, organised by colour on a white background. This mirrors our opening scene and closes this motion graphics design piece with a sense of order and structure.
Check out the full video on Instagram.
