Arnau Bosch
集团创意总监 at TBWA\Media Arts Lab
San Francisco, 美国
标题Journey 30'
广告公司
广告战役 I want to be
广告主 Ad Council
品牌 Keep America Beautiful
首次发布日期 2013
行业领域 环境与生态问题
广告口号 I want to be a bench. Recycle me.
剧情简介 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. 
哲学 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. 
结果 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. 
媒体类别 影视
长度
特效
着色
音乐
Vice President, Campaign Director
Campaign Director
Assistant Campaign Manager
首席创意官
执行创意总监
文案
美术指导
文案
美术指导
美术指导
项目经理
客户总监
客户主管
Strategy Director
Strategy Director
Strategist
执行制片
制片
制片
Print Producer
Senior Interactive Producer
Business Affairs Director
摄影师
Senior Vice President (Keep America Beautiful)
制作公司
MJZ Director
MJZ President
MJZ Executive Producer
MJZ Producer
Editorial Company
剪辑师
Assistant Editor
Assistant Editor
Managing Partner
执行制片
制片
特效
Lead Nuke Artist
Lead Smoke Artist
Compositor
CG Lead Artist
Colorist
音效制作
Mixer
Mixer
Website

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