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If Bottles Could Talk: Keep America Beautiful Personifies Recycling

The press release for the new 60-second recycling spot from Keep America Beautiful, the Ad Council, and Periera & O’Dell states that the average American generates 4.4 pounds of trash per day, but only recycles 35% of that output. It’s unclear whether that means 35% of all recyclable trash is properly recycled rather than 35% of all trash, but the creators of the campaign don’t seem too concerned with stats. After all, people probably won’t respond to numbers.

Periera & O’Dell have decided to redirect the campaign with an emotional tilt, turning an empty plastic bottle into a protagonist that thinks and talks – through voice-over, thankfully. The result is a corny, yet necessary plea to viewers who should be recycling more. Credits after the jump.

Client: The Ad Council
Vice President, Campaign Director: Rowena Patrick
Campaign Director: Amanda Bagwill
Assistant Campaign Manager: Dana Vielmetti
Client: Keep America Beautiful
Senior Vice President: Lynn Markley
Agency: Pereira & O’Dell
Chief Creative Officer: PJ Pereira
Executive Creative Director: Jaime Robinson
Associate Creative Director, Copywriter: Eduardo Marques
Associate Creative Director, Art Director: Rafael Rizuto
Copywriter: Ross Cavin, Earl Lee
Art Director: Chris Adams, Arnau Bosch
Project Manager: Katie Shesgreen
Account Director: Ashley Brown
Account Executive: Jennifer Wantuch
Vice President, Director of Strategy: Nick Chapman
Strategy Director: Justin Cox
Strategist: Alina Shabashevich
Executive Producer: Jeff Ferro
Broadcast Producer: Judy Kreiter, Elisa Moore
Print Producer: James Sablan
Senior Interactive Producer: Erin Davis
Business Affairs Director: Xandra Ess
Production Company: MJZ
Director: Victor Garcia
President: David Zander
Executive Producer: Kate Leahy
Producer: Greg Ferguson
Editorial: Arcade Edit
Editor: Greg Scruton
Assistant Editor: Laura Sanford and Hilary Ruggiano
Managing Partner/EP: Damian Stevens
Executive Producer: Nicole Visram
Producer: Denice Hutton
VFX: MPC
Lead Nuke Artist: Alex Harding
Lead Smoke Artist: Marcus Wood
Compositor: Jonathan McKee
CG Lead Artist: Liam Griffin
Color: MPC
Colorist: Adrian Seery
Sound: POP Sound
Music: Stimmung
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