Ministry for the Environment


Communication Consultancy, Branding, Campaign Strategy & Design, Digital Design, Illustration, Social Media Strategy, Social Media Advertising, Engagement Strategy, Script Writing, Video Production and Editing


Waste Free Future! The Ministry for the Environment asked Wonderlab to help mobilise the public in an ongoing conversation on reducing plastic waste and supporting New Zealand’s transition to a circular economy.

The objectives

Provide genuinely engaging, actionable digital content to get people to think twice about consumption and disposal at key decision points.

The goal

Be engaging: Demonstrate how good a waste free future would be. Be educational: Underline the urgent need for action, but don’t scaremonger or patronise. Be targeted: Ensure to reach a diverse audience and measure who sees what.

The process

Creating an iconic design style, we focused on everyday scenarios where plastic could be replaced with something reusable. Telling mini stories the diverse audiences were able to relate to.

The deliverables

A multi stage campaign that ran over several weeks. Social media posts about the hot topic of plastic bags progressed into a series of light entertainment videos featuring kids and covering a variety issues for a waste free summer in New Zealand.


Our creative design strategies brought in a massive result for the Ministry for the Environment. An all round success for the campaign and for the environmental cause!

400,000+ social media reach

We connected with an incredibly large and diverse group through the social media campaigns.

14,500+ visit to web hub

Our website had a whopping number of visitors and thousands were better informed on the issue and the regulation options for plastic bags.

9,300+ public submissions received

Our strategy drove audiences to action, giving the Ministry for the Environment a wide range of submissions to draw from when considering legislation options.

The Ministry has had a great experience with Wonderlab and is pleased to recommend their services.
We engaged Wonderlab to work on a digital campaign with a challenging brief and constrained budget. As a small agency, we questioned whether they would be able to deliver the results we needed, so we sought concepts from them before committing. Cam and Leyla met with us to pitch their ideas, and we left that meeting buzzing – we loved their approach and were confident the campaign would work.
Importantly, it delivered. All set goals for the campaign were met or exceeded. Wonderlab produced a series of videos for social media – one alone was viewed over 100,000 times.
This campaign represented a new approach for us on social media and was a leap of faith. Its success has encouraged us to continue to be bold in how we engage with our social audience and to experiment with new ideas.

Laurie EdwardsManager – Communications and Digital, Ministry for the Environment