‘I’m Behind Recycling’ by LevLane for Philadelphia Streets Department


By Egotist / / Often deemed ‘Filthadelphia’, one should be nothing short of refreshed when stepping off the train and seeing one of these aesthetically appealing messages addressing one of the nation’s greenest cities’ biggest problems. Meet the faces of recycling. Men and women, boys and girls, from all over town, helping Mayor Nutter reach his goal of making Philadelphia the Greenest City in America by 2015. For most people, recycling used to mean simply separating glass bottles from kitchen trash, but now it has spread to every home, office and corner of The 215. From sidewalks and basketball courts to classrooms and offices, you’ll find blue-collar, white-collar and collarless citizens helping to keep Philadelphia clean and safe… while saving the City money too. Who’s behind recycling? The answer is staring you right in the face. To build on Philly’s recycling momentum – residential rates have climbed over 20% in the last seven years – LevLane designed a campaign to make people more aware of their habits both in and out of the home. By featuring everyday citizens in everyday environments, we notice the meaning behind those penetrating eyes, while getting Philadelphians to think about all the opportunities they have to recycle throughout their day. If we can replicate the success we’ve had residentially outside of the home, then we’ll truly have an entire City behind recycling. Agency: LevLane Campaign: I’m Behind Recycling Client: Philadelphia Streets Department Gabrielle Shirdan, Art Director Evan Monsky, Copywriter Danielle Masi, Account Manager Debbey Racano, SVP Creative Director Bruce Lev, Chief Creative Officer