Characters That
Cut Through.

Toronto's e-waste recycling program was being chronically under-used. The challenge: reach residents who, by and large, tune out anything that looks or sounds like a government message.

Our solution was two deliberately unignorable characters, built around an intentionally low-budget aesthetic that felt nothing like a typical City communication. The scrappy look wasn't just a creative choice — it saved the City real money that could be redirected to other programs.

The YouTube spots went viral and were picked up by national and international television news. Most importantly, Toronto's e-waste recycling increased by 42% — the number that actually matters.