Case Study
City of Toronto
Toronto’s E-waste recycling program was being under-utilized and we needed to get through to residents of Toronto – the majority of which ignore government ads. So we created two unignorable characters and built the City’s first fully integrated, multi-media campaign around them. The intentionally low-budget look & feel helped the ads break through and saved the City much-needed funds for other programs. The YouTube videos went viral online, and were picked-up on national and international television news programs. Most importantly, Toronto’s recycling increased by an astounding 42%.
