This is very well thought out and well-executed design and advertising showing everyday people shoveling away waste and un-environmental products.

It shows how people are "sweeping under the carpet" the effects of not living sustainably. In the adverts no one even notices the amount of rubbish that is around them everyday, nor is anyone reacting to the amount of waste the person is covering up.

It is a very visual way to show how your rubbish is affecting the town or city where you live, therefore creating an element of accountability. It is relevant to all of us.

The message is clear, concise and simple, delivered with one liners and suggests a starting place for change instead of overwhelming the consumer by telling them what to do.