Hilary Ruggiano
Assistant Editor at über content
San Francisco, United States
TitleJourney 60'
Agency
Campaign I want to be
Advertiser Ad Council
Brand Keep America Beautiful
Date of First Broadcast/Publication 2013
Business Sector Environmental & Ecological Issues
Tagline I want to be a bench. Recycle me.
Story 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. 
Philosophy 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. 
Result 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
Length
Special Effects / VFX
Colorization
Music
Vice President, Campaign Director
Campaign Director
Assistant Campaign Manager
Chief Creative Officer
Executive Creative Director
Copywriter
Art Director
Copywriter
Art Director
Art Director
Project Manager
Account Director
Account Executive
Strategy Director
Strategy Director
Strategist
Executive Producer
Producer
Producer
Print Producer
Senior Interactive Producer
Business Affairs Director
Photographer
Senior Vice President (Keep America Beautiful)
Production Company
MJZ Director
MJZ President
MJZ Executive Producer
MJZ Producer
Editorial Company
Editor
Assistant Editor
Assistant Editor
Managing Partner
Executive Producer
Producer
Special Effects / VFX
Lead Nuke Artist
Lead Smoke Artist
Compositor
CG Lead Artist
Colorist
Sound Production
Mixer
Mixer
Website

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