A national campaign to increase awareness
that cartons are easy to recycle.

While recycling cans, bottles and paper is well established, there has been confusion about whether food and beverage cartons can also be tossed into the recycling bin. Since every city has different recycling guidelines, the Carton Council of North America engaged us to develop a public awareness campaign where we crafted a clear recycling message that cartons are easy to recycle. The National Campaign was launched with the Cooking With Cartons Sweepstakes and a rebrand of the Carton Council organization. We promoted our message through paid media, organic content, email, Buzzfeed sponsorship, and influencer and brand ambassador engagement.

Role: Creative Director, Art Director, Senior Graphic Designer, Digital Manager, Photo Editor, Photoshoot and Video Director

Rebrad

Directed and executed the Carton Council rebrand of their entire website, a new logo and brand guidelines. The new brand ensures that they continue to deliver a consistent message that recycling cartons is easy, engage with their audience, and sustain leadership of recycling cartons in the U.S.

Sounds of Recycling

Creative and art direction on “The Sounds of Recycling” animated interactive music video using cartons to make different recycling sounds. The video connects to an interactive game that allows viewers to create their own video and share it with their friends.

Carton Council photoshoots

As part of the rebrand, I directed multiple photoshoot and edited images to support Carton Council’s new materials, website and any future creative needs with engaging and relevant evergreen content. More of the photoshoot can be found here.

Print Collateral & School Materials

In addition to creating shareable videos, I developed collateral such as email and newsletter templates, press releases, bill stuffers and FAQs for partners to use in their outreach. I also created materials for administrators to use to develop carton recycling programs and build awareness of recycling at their schools.

Quizzes and Games

We engaged residents by creating and sharing a host of original content. Examples of this are the digital quiz “What you would become if you were a recycled carton?” and a game to test your carton recycling skills, “Carton Catch.”

Influencers and social media

We engaged six different high level food influencers in various cities where cartons can be recycled. They created six different recipes with ingredients that were packaged in cartons to highlight the message that cartons can be recycled in their area.

As well, we developed a campaign targeting consumers who already engage in recycling and have a high propensity towards environmentalism, but may be unaware that cartons are recyclable. We created a paid strategy that targeted major cities across the U.S., worked with nine influencers to create recipe videos that highlighted that cartons are recyclable, and had a paid sponsorship with Buzzfeed. The sweepstakes prize was $1,000, a recycling bin and carton products to host a dinner party. There were 4,347 eligible entries to the sweepstakes, including 974 entries through Instagram.

Our team was responsible for creating educational and creative content about recycling cartons, increasing followers and likes, and engaging with users to answer or clarify any misconceptions that they had about recycling cartons on Facebook, Twitter and Instagram. 10% + overall growth across all social media platforms.