Keep America Beautiful - "Stadium"

Pereira O'Dell

Pereira O'Dell San Francisco, Stati Uniti

21795

Questo spot fa parte della collezione ACT Responsible

Marca: Keep America Beautiful
Paese: Stati Uniti

Cliente: Ad Council

Titolo	Stadium
Agenzia	Pereira O'Dell
Campagna	I want to be
Cliente	Ad Council
Marca	Keep America Beautiful
Data di Prima Diffusione/Publicazione	2013
Settore	Environmental & Ecological Issues
Slogan	I want to be a bench. Recycle me.
Trama	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.
Risultato	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 di Media	Televisione e Cinema
Lunghezza	16 seconds
Special Effects / VFX	MPC LDN
Footage	MPC LDN
Music	Stimmung
Vice President, Campaign Director	Rowena Patrick
Campaign Director	Amanda Bagwill
Assistant Campaign Manager	Dana Vielmetti
Chief Creative Officer	PJ Pereira
Executive Creative Director	Jaime Robinson
Copywriter	Eduardo Marques
Art Director	Rafael Rizuto
Copywriter	Earl Lee
Art Director	Chris Adams
Art Director	Arnau Bosch
Project Manager	Katie Shesgreen
Account Director	Ashley Brown
Account Executive	Jennifer Wantuch
Strategy Director	Justin Cox
Strategy Director	Nick Chapman
Strategist	Alina Shabashevich
Executive Producer	Jeff Ferro
Producer	Judy Kreiter
Producer	Elisa Moore
Print Producer	James Sablan
Senior Interactive Producer	Erin Davis
Business Affairs Director	Xandra Ess
Photographer	Roi Brooks
Senior Vice President (Keep America Beautiful)	Lynn Markley
Casa di Produzione	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
Editor	Greg Scruton
Assistant Editor	Laura Sanford
Assistant Editor	Hilary Ruggiano
Managing Partner	Damian Stevens
Executive Producer	Nicole Visram
Producer	Denice Hutton
Special Effects / VFX	Claudia Guevara
Lead Nuke Artist	Alex Harding
Lead Smoke Artist	Marcus Wood
Compositor	Jonathan McKee
CG Lead Artist	Liam Griffin
Colorist	Adrian Seery
Sound Production	POP Sound
Mixer	Zach Fisher
Mixer	Stephen Dickson
Website	SJP