Hefty SUStainability Campaign
Driving innovation in single-use plastics is hard. Driving sustainability efforts in single-use plastics is near impossible. Hefty took on the challenge, developing Energy Bag, an innovative sustainability program built to make the impossible possible. But, Hefty had a problem: consumers were skeptical of any sustainability or eco-friendly efforts the company put forward. Enter World’s Strongest Man Martins Licis, five 737 Airplanes and an epic campaign that caught the attention of media outlets, consumers and competitors. Across social, web and digital video channels our campaign helped Hefty generate 181 media stories, 110 million in reach all while converting more than 300 tons of hard-to-recycle plastics into valuable resources.
HERO :15
YouTube
Story Ads: Snapchat & Instagram
MICROSITE
media coverage:
CREDITS:
Role: Creative Director
Executive Creative Director: Heath Pochucha
Group Creative Director: Jen Stocksmith
Art Direction: Meghan O’Brien
Copywriting: Mike Gibbs
Social Creative: Taylor Lovaas
Producer: Katie Derheim