Keep America Beautiful and the Ad Council have launched “The Recycling Campaign”, an integrated advertising campaign with the tag line, “I want to be Recycled”. The average American produces 4.4 pounds of trash a day — and only 35% is recycled. The new campaign, online at iwanttoberecycled.org, hopes to increase that number, telling the story from the point of view of the trash itself. The broadcast and OOH campaign aims to generate awareness, explain how and where to recycle, mobilize individual ownership and emotional connection to recycling through community building, and transform recycling into a daily social norm. The campaign shows consumers that their recyclable materials want to be something more, and promotes recycling as a way to give garbage another life. See “Journey”, “Stadium” and “Bench” in video below, along with out of home advertisements.
The Recycled campaign was developed at Pereira & O’Dell by chief creative officer PJ Pereira, executive creative director Jaime Robinson, associate creative director/copywriter Eduardo Marques, associate creative director/art director Rafael Rizuto, copywriters Ross Cavin and Earl Lee, art directors Chris Adams and Arnau Bosch, project manager Katie Shesgreen, account director Ashley Brown, account executive Jennifer Wantuch, director of strategy Nick Chapman, strategy director Justin Cox, strategist Alina Shabashevich, executive producer Jeff Ferro, broadcast producers Judy Kreiter and Elisa Moore, print producer James Sablan, senior interactive producer Erin Davis and business affairs director Xandra Ess, working with Keep America Beautiful senior VP Lynn Markley, The Ad Council campaign directors Rowena Patrick and Amanda Bagwill and assistant campaign manager Dana Vielmetti.
Editor was Greg Scruton at Arcade Edit with assistant editors Laura Sanford and Hilary Ruggiano, executive producer Damian Stevens and Nicole Visram, producer Denice Hutton.
Visual effects were produced at Moving Picture Company by VFX supervisor Claudia Guevara, lead nuke artist Alex Harding, lead smoke artist Marcus Wood, compositor Jonathan McKee, CG lead artist Liam Griffin, colorist Adrian Seery.