Greg Scruton
Editor at Arcade Edit
Los Angeles, Estados Unidos
TituloStadium
Agência
Campanha I want to be
Anunciante Ad Council
Marca Keep America Beautiful
Data da primeira Transmissão/Publicação 2013
Sector Empresarial Meio ambiente e ecologia
Legenda I want to be a bench. Recycle me.
História 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. 
Filosofia 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. 
Tipo de Mídia Televisão e Cinema
Comprimento
Efeitos especiais
Colorização
Música
Vice President, Campaign Director
Campaign Director
Assistant Campaign Manager
Chief Creative Officer
Director executivo criativo
Redator
Director de arte
Redator
Director de arte
Director de arte
Project Manager
Director de contas
Executivo de contas
Diretor de Estratégia
Diretor de Estratégia
Estrategista
Produtor executivo
Produtor
Produtor
Print Producer
Senior Interactive Producer
Business Affairs Director
Fotógrafo
Senior Vice President (Keep America Beautiful)
Produtora
MJZ Director
MJZ President
MJZ Executive Producer
MJZ Producer
Editorial Company
Editor
Assistant Editor
Assistant Editor
Managing Partner
Produtor executivo
Produtor
Efeitos especiais
Lead Nuke Artist
Lead Smoke Artist
Compositor
CG Lead Artist
Colorist
Produção de som
Mixer
Mixer
Website

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