Finding the greater good in garbage.
It started with 1500 pages of heavyweight research. But the real insight came from multiple focus groups who, when made aware of Waste Management’s environmental initiatives, shared this reaction: “Wow, I didn’t know Waste Management did that!”
The goal? To connect everyday garbage collection to environmental protection. With a massive fleet of green collection trucks and a yet-unknown green conscience, the campaign theme line practically wrote itself. Think Green™
Think Green™ “Trees”
I had the idea to put environmental “happy facts” on the sides of 30,000 garbage trucks -- creating a fleet of rolling billboards across North America.
Think Green™ “Green Energy”
This spot scored highest with commercial customers who were feeling the pressure to be greener in their own organizations.
Think Green™ “Habitat”
No tricks here. This spot was shot at an actual Waste Management landfill property that had been designated a certified wildlife habitat.
Think Green™ Print
Good things happen when you Think Green™
Familiarity + 92% • Awareness + 19% • Favorability + 52%
More happy plus ups:
Able to charge 10%+ premium
Credited for better customer service, though no changes had been made
Decreased employee churn, particularly among drivers
Double-digit increase in job queries
Environmental Performance Brand Campaign
Think Green™ strikes simple balance for business decision makers.
As state, local and national regulatory bodies were bearing down on businesses to recycle more and waste less, we created a visually intriguing B2B campaign that demonstrates how Waste Management helps businesses go green and save green.
“Problem Solved”
Problem solving gets a boost from a bit of visual trickery and the reassuring voice of Tom Selleck.
“Get to the Green”
This spot aired during major golf tournaments throughout the year, including our own Waste Management Phoenix Open.
“Growing Industry”
Can environmental initiatives stimulate business growth plan? Heck, yeah!
Growing Industry Print Ad
ThinkingGreen™ Website
Created a content website for businesses filled with environmental and money-saving tips, as well as videos from business owners talking about the value they’ve found in going green with Waste Management.
ThinkingGreen™ Home Page
ThinkingGreen™ Content Story "Blacksmith"
ThinkingGreen™ “Blacksmith”
Waste Management – Business Segment and Event Support
During my 13 years writing on the Waste Management account, I had the opportunity to work on, well, pretty much everything. From sales materials supporting each of their eight business segments to program ads for glam events like The Grammy’s, I helped tell the Think Green™ story in a manner that was right for each environment.
Restaurant Brochure
Restaurant Brochure Spread
Retail Brochure
Retail Brochure Spread
Convention Wall Graphic
Convention Wall Graphic