Dragons, unicorns, and mermaids—oh my! The Recycling Exists campaign, which was a joint effort between Hennepin, Ramsey, Washington, Carver, Dakota, and Scott counties, used these mythical icons to highlight what’s truly real. By blending playful illustrations, animated videos, and straightforward facts, it guided residents through the journey their recyclables take once they’re tossed in the bin.
In just a few months, this imaginative approach reached over 18 million impressions and drew nearly 40,000 visitors to RecyclingExists.com. The result was more than a clever concept—it was a resounding reminder that while legends live in our imagination, recycling thrives in our everyday lives. This wasn’t about tall tales—it was about turning skepticism into belief, showing Minnesota that recycling is a tangible, impactful truth. Along the way, the campaign earned a 2024 Gold Northern Lights Award, further cementing its influence and success.
Role: Creative direction, campaign strategy, animation direction.
Creative Directors: Adam Wilbur & Ryan Tate
Art Director & Illustration: Erin Pascal