Cannes Lions

THE I WANT TO BE A BENCH PROJECT

PEREIRA & O'DELL, San Francisco / AD COUNCIL / 2013

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Everyone knows that recycling is good. But how much does everyone know about what their garbage can become? If they knew, they’d probably recycle even more than they already do.

The “I Want to Be” campaign gives garbage a voice, showing people that their ordinary pieces of garbage can be something much more valuable if they recycle it. Park and curbside bins come with a message reinforcing what people can gain if they recycle.

The plastic bottles collected from the community/parks are recycled into a reward: benches made from the very same bottles. The more they recycle, the more they get.

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