Recycling Exists
It’s no myth, recycling exists.
Dispelling myths and
educating a community
Brand Strategy
Art Direction
Motion Design
Illustration
Copywriting
Media Buying
Six counties came to Metre with a desire to restore Minnesota’s trust in recycling systems. The result was Recycling Exists: a multifaceted, award winning educational campaign with memorable characters that delighted across the Twin Cities metro area.
Challenge
Work against misinformation to demonstrate that recycling does work, explain how it works, and convey the benefits of recycling to as many people as possible across the Twin Cities metro area.
Insight
Creating a message that would resonate with a broad and diverse audience revealed the need for a campaign that would be engaging to many and not take itself too seriously. It would be important to maintain brand continuity across various media platforms including a campaign website.
Solution
A campaign that seamlessly blended fantasy with reality spanning 6 counties and 4 languages. Quirky characters brought levity to an important message distributed through influencer marketing, traditional, digital and social media, a PR blitz, and a campaign microsite.
