The Ad Council teamed up with San Francisco-based agency Pereira & O’Dell for a series of new PSAs promoting the recycling of bathroom products for Keep America Beautiful, with funding by Unilever.
Based on research showing that, while recycling of kitchen items has become commonplace, 45 percent of Americans aren’t recycling their bathroom products, the new ads hope to change this behavior with a series of broadcast and digital spots functioning as an extension of the ongoing “I Want To Be Recycled” campaign. The ads are narrated by shampoo bottles who dream of being recycled into something more. In “Smile,” the shampoo bottle just wants to be noticed. After being tossed in the recycling bin, the bottle returns as a hair brush to “make people smile.” Things get a bit more over-the-top in “Superhero,” when another shampoo bottle dreams of becoming a superhero and decides, after being recycled as a comb, that this mission has been accomplished. Both spots end by directing viewers to IWantToBeRecycled.org for more info and an interactive recycling game.
“Washing your hair, putting on deodorant, applying skin cream — common bathroom activities — are all associated with packaging that can be recycled,” PJ Pereira, chief creative officer and co-founder of Pereira & O’Dell, said in a statement. “The new creative aims to change people’s mindsets about recycling in the bathroom. While we use all these personal care products to take care of ourselves, we can also help take care of the world by making sure the products we use in the bathroom make it to the recycling bin. The spots continue to demonstrate how you can give your garbage another life by recycling.”
Credits:
Client/Brand: Keep America Beautiful/Recycling
Client Brand Manager: Advertising Council
Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Executive Creative Director: Jaime Robinson
Creative Director, Copywriter: Eduardo Marques
Creative Director, Art Director: Rafael Rizuto
Copywriter: Sara Uhelski
Art Director: Leila Moussaoui
Project Manager: Adam Russel
Account Director: Ashley Brown
Senior Account Executive: Jennifer Wantuch
Vice President, Director of Strategy: Nick Chapman
Strategist: Beth Windheuser
Executive Producer: Jeff Ferro
Broadcast Producer: Judy Kreiter
Production by Hello!
Director: Graeme Joyce
Executive Producer: Mike Brady
Head of Production: Dominick Ferro
Producer: Valerie Thomas
Editorial by Cut & Run
Editor: Sean Stender
Executive Producer: Carr Schilling
Producer: Remy Foxx
Music
Composer: Skylar Bishil
VFX/Online Finishing by SpyPost
Colorist: Chris Martin
Executive Producer: Lori Joseph
Sound Design & Mixing by One Union
Lead Mixer / Sound Designer: Matt Zipkin
Producer: Lauren Mask