Age: Primary School Campaign
Format: Brand Mascot
Client: Renewi & Valpak Limited
We love bringing brands to life. So when Renewi and Valpak Limited partnered up to create the ‘Baa-ttery’ campaign, we were delighted when we were asked to create their brand mascot.
SuperEwe is a Herdwick sheep on a mission! They are raising awareness and encouraging the recycling of the 3.2 million batteries which are discarded in Cumbria each year.
Hayley Slack, community education liaison officer for Renewi, said: “Over three million is a huge number of batteries but unless you can visualise the scale of the problem it means nothing – so 3.2 million batteries equal the weight of over 3,650 Herdwick sheep. What is more Cumbrian than a sheep to represent the scale of our problem?”
The campaign is backed by Cumbria Fire & Rescue Service, Cumberland Council, Westmorland & Furness Council and will issue Baa-ttery boxes to schools across Cumbria. The aim is to encourage proper battery recycling, and raise awareness of the serious fire hazards that can come from improper disposal.
Hayley Slack, Community Education Liaison Officer for Renewi, explained: “The campaign has been designed to be appealing to children, featuring a sheep as its mascot. The ‘baa-ttery boxes’ are available to all businesses and organisations across Cumbria. If you would like to support the campaign you can order a ‘baa-ttery box’ by visiting recycle-more.co.uk.”
From initial sketches, to the final design, we wanted to create a brand mascot that was not only fit for this campaign, but life beyond it. We designed SuperEwe with future animation possibilities in mind – we are an animation studio after all. Proportions and features were designed not only as appealing as they can be, but to be CelAction rig-friendly too. Ready and waiting to be brought to life!
With a warm, appealing smile and a vibe fit for a hero, this Cumbrian super sheep is ready to deliver Baa-ttery boxes across the county.
You can learn more about SuperEwe and the Baa-ttery Box campaign here.
