Recycle. No cap.
Young guys make all kinds of questionable decisions. Dropping in and the skatepark. D-ing up like rugby player. Taking the double black diamond trail when your skills are clearly green. The crew may have differences about where to eat, guys may often overestimate their abilities and take unnecessary risks. But one thing that’s never in question is where to put beverage containers.
Created with Wasserman + Partners, this integrated campaign targeted easy-to-reach, hard-to-persuade Gen Z males, who are known for their questionable recycling habits. The strategy was to have friends call each other out. By making subtle and not-so-subtle hints that empties don’t belong in the trash. Hold onto them until you can recycle. This highly integrated campaign included online video, TikTok, Instagram and variety of digital channels and partners including Tinder.
A non-traditional media buy on Twitch and other Gen-Z-specific channels.
Mobile-first strategy.
There were Tinder quizzes to test how strong your recycling game is.
Targeted POP at The Game Stadium, a mobile event for hardcore gamers.