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