The Problem:
Toronto’s e-waste recycling program was being under-utilized and we needed to get through to residents of Toronto – the majority of which ignored government ads.
The Solution:
So We created two outrageous and un-ignorable characters to star in the city’s first fully integrated, multi-media campaign around them.
The Results:
The intentionally low-budget look & feel helped the ads break through and saved the City much-needed funds for other programs.
The YouTube videos went viral online, and were picked-up on national and international television news programs.
Most importantly, Toronto’s recycling increased by an astounding 42%.
Case Study
