Recycling Raccoons Campaign
integrated campaign / ui/ux design
Michigan was below average in the nation when it came to recycling. The Michigan Department of Environment, Great Lakes, and Energy wanted to change this by introducing a campaign that would help improve not only the quantity of materials recycled but quality as well.
Collaborating with our creative director and copywriter, after being launched on the brief our immediate thought was “raccoons” – who knows trash better than the bushy-tailed animals typically found perusing your curbside receptacles? So that set in motion the development of the Recycling Raccoon Squad which included six unique characters. To increase familiarity over time, each character was represented with a different color, personality and symbolized one of the top streams of recycling. We even got the opportunity to work with real raccoon talent – an Art Director’s dream and nightmare.
agency
Güd Marketing
client
Michigan Department of Environment, Great Lakes, and Energy
From concept ideation to final deliverables production. We were involved in every step of the process even when it came to developing collaborative, user-friendly, prop and shot lists for the photoshoots that would drive the main ingredient to the work – the cute raccoon images.
The campaign is still ongoing today and includes a variety of tactics such as a website, tchotchkes, mascots, outdoor advertising, paid and organic social, broad and targeted digital ads, printed collateral, experiential marketing and so much more.
For the web experience, we started with a sitemap based on the goals of the website and where it happened within the campaign journey. We also held internal user testing in collaborative docs broken out by device type.
