Better Recycler

The brief

The City of Calgary wanted to improve recycling know-how in the Punjabi community. Translating an English ad wasn’t going to cut it. It had to feel like it came from the neighbourhood, and it had to be memorable enough to act on.

The idea

We worked with the City’s creative department on a spot built around friendly competition between neighbours: pride in the garden, pride in the grad, and now pride in the blue bin. Warm, funny and specific, so the message rides in on the story.