Pereira & O'Dell

San Francisco, United States

Full Service

TitleJourney 30'
Sound Production
Editorial Company
Campaign I want to be
Advertiser Ad Council
Brand Keep America Beautiful
Date of First Broadcast/Publication
Business Sector Environmental & Ecological Issues
Tagline I want to be a bench. Recycle me.

The “I Want To Be” PSA from Ad Council and Keep America Beautiful, created pro-bono by Pereira & O’Dell, personifies your trash and dramatizes the potential of each item we discard to “live” a meaningful second life. The goal of communication is to encourage recycling in the United States, where only 35% of waste is recycled, according to the Environmental Protection Agency. 


The fully integrated campaign is comprised of television, print, radio, outdoor and digital media, and running in space and time that is entirely donated. The campaign has been supported by a comprehensive PR and social media program on Facebook, Twitter and YouTube. 

Our Goal

Educate and emotionally motivate Americans to adopt recycling in their everyday lives.

We aimed to appeal to people’s rational need for facts while also opening their hearts through the emotional and imaginative representation of the product life cycle. 

Our Campaign

The “I Want to Be” campaign uses a combination of emotional storytelling and real-world examples to address the alarming fact that most of the trash Americans produce is actually recyclable. Television, out-of-home and digital advertising highlight how everyday trash can be transformed into amazing things like bicycle frames, park benches and even football stadiums. We utilized corporate partnerships to place the campaign messages directly on packaging and show people how the products they love have the potential to live on as new bottles, cans, bikes and more.

Through our partnership with the Ad Council and Keep America Beautiful, we look forward to fulfilling the promise of making America a world leader in recycling. 


The “I want to be recycled” PSA campaign was delivered to the media via donated time and space, running in top media markets (including Atlanta, Chicago, New York, San Francisco, Los Angeles and Miami). The campaign gave Keep America Beautiful the emotional push needed to raise awareness and positively change people’s behavior to recycle more. 

Media Type Television & Cinema
Production Company
Special Effects / VFX
Website SJP
Executive Creative Director
Art Director
Art Director
Art Director
Chief Creative Officer
Project Manager
Executive Producer
Executive Producer
Account Director
Account Executive
Special Effects / VFX
Print Producer
Managing Partner
Assistant Editor
Assistant Editor
Strategy Director
Strategy Director
Vice President, Campaign Director
Campaign Director
Assistant Campaign Manager
Senior Interactive Producer
Business Affairs Director
Senior Vice President (Keep America Beautiful)
MJZ Director
MJZ President
MJZ Executive Producer
MJZ Producer
Lead Nuke Artist
Lead Smoke Artist
CG Lead Artist

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