Keep America Beautiful - "Journey 60'"

Pereira O'Dell

Pereira O'Dell San Francisco, Etats-Unis

21788

Cette création fait partie de la Collection Act Responsible

Marque: Keep America Beautiful
Pays: Etats-Unis

Annonceur: Ad Council

Titre	Journey 60'
Agence	Pereira O'Dell
Campagne	I want to be
Annonceur	Ad Council
Marque	Keep America Beautiful
Date de première diffusion/publication	2013
Secteur d'activité	Environnement & Ecologie
Slogan	I want to be a bench. Recycle me.
Synopsis	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.
Philosophie	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.
Résultat	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.
Type de média	Télévision & Cinéma
Longueur	61 seconds
Effets spéciaux	MPC LDN
Colorisation	MPC LDN
Musique	Stimmung
Vice President, Campaign Director	Rowena Patrick
Campaign Director	Amanda Bagwill
Assistant Campaign Manager	Dana Vielmetti
Responsable de la création	PJ Pereira
Directeur de la création	Jaime Robinson
Concepteur / rédacteur	Eduardo Marques
Directeur artistique	Rafael Rizuto
Concepteur / rédacteur	Earl Lee
Directeur artistique	Chris Adams
Directeur artistique	Arnau Bosch
Chef de projet	Katie Shesgreen
Directeur de clientèle	Ashley Brown
Chef de groupe	Jennifer Wantuch
Directeur des Stratégies	Justin Cox
Directeur des Stratégies	Nick Chapman
Stratégie	Alina Shabashevich
Producteur exécutif	Jeff Ferro
Producteur	Judy Kreiter
Producteur	Elisa Moore
Producteur print	James Sablan
Senior Interactive Producer	Erin Davis
Business Affairs Director	Xandra Ess
Photographe	Roi Brooks
Senior Vice President (Keep America Beautiful)	Lynn Markley
Maison de production	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
Monteur	Greg Scruton
Assistant Monteur	Laura Sanford
Assistant Monteur	Hilary Ruggiano
Directeur associé	Damian Stevens
Producteur exécutif	Nicole Visram
Producteur	Denice Hutton
Effets spéciaux	Claudia Guevara
Lead Nuke Artist	Alex Harding
Lead Smoke Artist	Marcus Wood
Compositor	Jonathan McKee
CG Lead Artist	Liam Griffin
Coloriste	Adrian Seery
Production du son	POP Sound
Mixer	Zach Fisher
Mixer	Stephen Dickson
Website	SJP