Keep America Beautiful - "Journey 60'"

Pereira O'Dell

Pereira O'Dell San Francisco, Estados Unidos

21814

This ad is part of the ACT Responsible Collection

Marca: Keep America Beautiful
País: Estados Unidos

Anunciante: Ad Council

Título	Journey 60'
Agencia	Pereira O'Dell
Campaña	I want to be
Anunciante	Ad Council
Marca	Keep America Beautiful
Fecha de primera difusión/publicación	2013
Sector Empresarial	Medio ambiente y ecología
Lema	I want to be a bench. Recycle me.
Sinopsis	The “I Want To Be” PSA from Ad Council and Keep America Beautiful, created pro-bono by Pereira & O’Dell, personifies your trash and dramatizes the potential of each item we discard to “live” a meaningful second life. The goal of communication is to encourage recycling in the United States, where only 35% of waste is recycled, according to the Environmental Protection Agency.
Filosofía	The fully integrated campaign is comprised of television, print, radio, outdoor and digital media, and running in space and time that is entirely donated. The campaign has been supported by a comprehensive PR and social media program on Facebook, Twitter and YouTube. Our Goal Educate and emotionally motivate Americans to adopt recycling in their everyday lives. We aimed to appeal to people’s rational need for facts while also opening their hearts through the emotional and imaginative representation of the product life cycle. Our Campaign The “I Want to Be” campaign uses a combination of emotional storytelling and real-world examples to address the alarming fact that most of the trash Americans produce is actually recyclable. Television, out-of-home and digital advertising highlight how everyday trash can be transformed into amazing things like bicycle frames, park benches and even football stadiums. We utilized corporate partnerships to place the campaign messages directly on packaging and show people how the products they love have the potential to live on as new bottles, cans, bikes and more. Through our partnership with the Ad Council and Keep America Beautiful, we look forward to fulfilling the promise of making America a world leader in recycling.
Resultado	The “I want to be recycled” PSA campaign was delivered to the media via donated time and space, running in top media markets (including Atlanta, Chicago, New York, San Francisco, Los Angeles and Miami). The campaign gave Keep America Beautiful the emotional push needed to raise awareness and positively change people’s behavior to recycle more.
Medio	Televisión y Cine
Duración	61 seconds
Efectos especiales	MPC LDN
Colorization	MPC LDN
Música	Stimmung
Vice President, Campaign Director	Rowena Patrick
Campaign Director	Amanda Bagwill
Assistant Campaign Manager	Dana Vielmetti
Responsable de la creación	PJ Pereira
Director ejecutivo de creación	Jaime Robinson
Responsable de conceptos / redactor	Eduardo Marques
Director artístico	Rafael Rizuto
Responsable de conceptos / redactor	Earl Lee
Director artístico	Chris Adams
Director artístico	Arnau Bosch
Director de proyectos	Katie Shesgreen
Director de cuentas	Ashley Brown
Ejecutivo de cuentas	Jennifer Wantuch
Strategy Director	Justin Cox
Strategy Director	Nick Chapman
Strategist	Alina Shabashevich
Productor ejecutivo	Jeff Ferro
Productor	Judy Kreiter
Productor	Elisa Moore
Print Producer	James Sablan
Senior Interactive Producer	Erin Davis
Business Affairs Director	Xandra Ess
Fotógrafo	Roi Brooks
Senior Vice President (Keep America Beautiful)	Lynn Markley
Productora	Morton Jankel Zander (MJZ)
MJZ Director	Victor Garcia
MJZ President	David Zander
MJZ Executive Producer	Kate Leahy
MJZ Producer	Greg Ferguson
Editorial Company	Arcade Edit
Montador	Greg Scruton
Assistant Editor	Laura Sanford
Assistant Editor	Hilary Ruggiano
Managing Partner	Damian Stevens
Productor ejecutivo	Nicole Visram
Productor	Denice Hutton
Efectos especiales	Claudia Guevara
Lead Nuke Artist	Alex Harding
Lead Smoke Artist	Marcus Wood
Compositor	Jonathan McKee
CG Lead Artist	Liam Griffin
Colorista	Adrian Seery
Producción de sonido	POP Sound
Mixer	Zach Fisher
Mixer	Stephen Dickson
Website	SJP