|Agency||Pereira & O'Dell|
|Special Effects / VFX||MPC LDN|
|Sound Production||POP Sound|
|Editorial Company||Arcade Edit|
|Campaign||I want to be|
|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.
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.
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||Morton Jankel Zander (MJZ)|
|Executive Creative Director||Mr. Jaime Robinson|
|Art Director||Mr. Rafael Rizuto|
|Art Director||Mr. Chris Adams|
|Art Director||Arnau Bosch|
|Chief Creative Officer||Mr. PJ Pereira|
|Copywriter||Mr. Eduardo Marques|
|Producer||Ms. Judy Kreiter|
|Producer||Ms. Elisa Moore|
|Producer||Ms. Denice Hutton|
|Project Manager||Katie Shesgreen|
|Executive Producer||Mr. Jeff Ferro|
|Executive Producer||Ms. Nicole Visram|
|Account Director||Ms. Ashley Brown|
|Account Executive||Ms. Jennifer Wantuch|
|Editor||Mr. Greg Scruton|
|Special Effects / VFX||Claudia Guevara|
|Print Producer||James Sablan|
|Managing Partner||Mr. Damian Stevens|
|Assistant Editor||Laura Sanford|
|Assistant Editor||Ms. Hilary Ruggiano|
|Strategy Director||Mr. Justin Cox|
|Strategy Director||Mr. Nick Chapman|
|Mixer||Mr. Stephen Dickson|
|Vice President, Campaign Director||Rowena Patrick|
|Campaign Director||Amanda Bagwill|
|Assistant Campaign Manager||Dana Vielmetti|
|Senior Interactive Producer||Ms. Erin Davis|
|Business Affairs Director||Xandra Ess|
|Senior Vice President (Keep America Beautiful)||Lynn Markley|
|MJZ Director||Mr. Victor Garcia|
|MJZ President||Mr. David Zander|
|MJZ Executive Producer||Ms. Kate Leahy|
|MJZ Producer||Mr. Greg Ferguson|
|Lead Nuke Artist||Mr. Alex Harding|
|Lead Smoke Artist||Marcus Wood|
|CG Lead Artist||Liam Griffin|