Hefty Sustainability
Hefty is known for having strong trash bags at a low price. They wanted our help generating awareness for yet another strength—their sustainability efforts. The catch? The Hefty EnergyBag program is only available in a handful of communities. And they wanted us to help sell their non-sustainable Tall Kitchen Trash Bags in the process.
To solve this daunting ask, we enlisted the help of someone who embodies a, well, hefty amount of strength: Martins Licis, aka The World’s Strongest Man.
Our campaign featured a series of video, pre-roll, and social ads, along with a partnership with Martins Licis. This “Pulling Our Weight” campaign generated 181 news stories and over 110 million in total reach. More about the program can be found at heftysustainability.com
Agency: Periscope
My Role: Group Creative Director/writer
Creative Team: Heath Pochucha (ECD), Bridget Jewell (CD), Meghan O’Brien (Art Director), Joseph Antenucci (Copywriter), Mike Gibbs (Copywriter), Taylor Lovaas (Social Creative), Saurav Kattel (Experience Designer), Katie Derheim (Producer)
Director: Dan Opsal