Recycling is virtuous, planet-saving and such a familiar message. It normally involves scare tactics or an appeal to save the planet now “for future generations to come”.

But hey, why not ask the metal what it wants?

A brave government department allowed us to use humour to create cut-through. This politically correct organisation, financially accountable to the public, bravely backed an execution that had a mild dig at German stereotypes and a joke about flatulence.A light-hearted way to get across the point that metal can be re-used.

An increase in hits to the Greater Wellington website, especially those pages explaining more about recycling and other uses for metal.Increased membership to the council’s environmental campaign called “Be the Difference” - helping achieve over 60% of the sign up target figure in less than 50% of the allocated time.Also, bearing in mind the sensitivities of government departments, absolutely no complaints. Only complimentary anecdotal feedback.