BBDO San Francisco

San Francisco, United States
Campaign Mobsters
Advertiser Keep California Beautiful
Brand Keep California Beautiful
Date of First Broadcast/Publication
Business Sector Environmental & Ecological Issues
Tagline Redeem Yourself. Recycle.
Story Two mobsters dump a body into the water off a pier at night. Before departing, one of them finishes the last few sips of a water bottle he’s been drinking. He turns to chuck it into the water when just then, something (a recycling bin) catches the corner of his eye. He contemplates the bin for a moment and then decides to throws the bottle into the bin instead of the water. A small look of satisfaction comes over his face before type resolves that says: “Redeem yourself. Recycle” followed by the Keep California Beautiful logo.
Problem Get people to think “Recycling is a redeeming act and if these no good low-lifes can recycle and get something out of it, then so can I.”
Media Type Television
Market United States
Creative Director
Art Director

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