In a world full of myths and misinformation, recycling sometimes feels like just another tall tale. That tension sparked the original concept behind the Recycling Exists campaign—a yeti-led movement to prove that recycling is real, even if he might not be.
The yeti, a beloved Minnesota mystery, served as the perfect spokesperson: confidently sharing real facts about metro-area recycling while never acknowledging his own existence. The tone was playful, lighthearted, and self-aware—designed to disarm skepticism, spark curiosity, and remind people that just because you don’t see something doesn’t mean it isn’t working.
While the final campaign shifted toward other mythical creatures, this original yeti concept laid the foundation for a widely successful launch—one that reached millions and won top awards. And the yeti? He’ll always be real to us.
Creative Concept + Art Direction: Adam Wilbur, Ryan Tate, Erin Pascal
Illustration: Erin Pascal
Copywriting: Adam Wilbur