This campaign for Return-It reframed recycling behaviour through a simple idea: every container you don’t recycle says something about you. By giving containers personality and attitude, the work turned everyday disposal into a social statement.
I led the creative and art direction and developed the core character concepts in collaboration with Furry Puppet Studio. The characters quickly became the face of the campaign, generating widespread attention across broadcast, digital, and social platforms, and entering local pop culture through memes, GIFs, and ongoing brand use.
The campaign gained international attention, drove significant online engagement, and supported a measurable increase in container return rates — rising from approximately 20% to over 80% during the campaign period. The work demonstrated how humour, characters and a strong insight with execution can drive real behaviour change.
“Every Container You Don't Recycle Says Something About You”
