Our ‘We see sunglasses’ TV commercial goes live nationally. A provocative take on how we see trash was filmed by acclaimed Swedish Director & Photographer, Ingvar Kenne.

It also highlights the value and potential of bottles if they are recycled.

Rasic and Partners, creative director, Dejan Rasic, said, “After talking to founder, Nik, it became clear he doesn’t see rubbish the way most people do.”

While we ordinarily see a discarded bottle cluttering up the pavement and think nothing of it, Good Citizen’s envisages opportunity.

An opportunity to rescue a bottle and turn it into something desirable.

Rasic continued stating, “We created this film to communicate the beautiful simplicity behind the brand’s mission to untrash the planet.”

The TVC will run on regional free to air channels and cinema screens across the country from 1 February 2022.


Agency/production co: Rasic and Partners
Creative directors: Dejan Rasic and Vanessa Zuppicich
Director/DoP: Ingvar Kenne
Editor: Ingvar Kenne
Executive producer: Vanessa Zuppicich
Music and sound: Heckler Sound
Music composition: Johnny Green
Sound design: Dave Robertson
Executive producer: Bonnie Law

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