CHALLENGE
If thrown in the trash or recycling, batteries, specifically lithium, can catch fire and pose a threat to people and property. Some batteries also contain toxic metals, such as cadmium, lead or mercury, which can pose a threat to health and the environment.
INSIGHTS
The average Ramsey or Washington county resident isn't sure what types of batteries pose a threat or contain toxic or recyclable metals. Confusion and complexity are the primary barriers to residents disposing of their batteries properly.
SOLUTION
To make messaging fun and playful, common battery types were built into characters and cast as the mischievous villains causing havoc and positioning the resident as the hero in the story. Ads inviting residents to Be a Battery Hero were delivered via transit, billboard, web display, social, and streaming TV and connected residents of the two counties to resources to educate and equip them to dispose of batteries properly and easily.
Creative Direction: Adam Wilbur,
Graphic Design: Adam Wilbur, Erin Pascal
Illustration: Erin Pascal
Motion Design: Ryan Tate
