CONCEPT PITCH
The spread of misleading information has made Twin Cities residents wonder if recycling is just another tall tale. While people are fascinated by the unknown, they want to be sure that what they recycle matters.
The Recycling Exists campaign addresses this tension in a playful, non-confrontational way by acknowledging the difficulty of believing in something without being able to see it by using a yeti, seemingly ubiquitous in Minnesota, as the campaign spokesman. The yeti shares facts proving the efficacy of recycling while never sharing proof of their own existence—because it's not up for debate.
CHARACTER DEVELOPMENT
A spokes-yeti character was needed to be the friendly face of the campaign and share proof that recycling in the Metro area works. Illustration styles were workshopped to develop a final recommended direction that would resonate with audiences and be versatile enough to be effective across different media channels.
MESSAGING DIRECTION
Initial messaging and content styles were developed to highlight the light-hearted tone that connects with audiences by assuming they're in on the joke that yetis obviously exist, and it's hard to believe
OUTCOME
Out of three different initial concepts, the six counties included in the campaign selected the Recycling Exists direction, but preferred to feature other fantasy creatures rather than a yeti. The campaign was launched in the late fall of 2023 and was well-received, effective, and won top awards for clients.
Creative Concept + Art Direction: Adam Wilbur, Ryan Tate, Erin Pascal
Illustration: Erin Pascal
Copywriter: Adam Wilbur
