The Client:
Onyx collaborated with Ziffer Stansberry Public Relations to create a brand and website for a statewide project to educate Floridians about reducing, recycling and reusing their retail plastic bags. The goal was to raise awareness of the useful lifecycle of plastic bags.
The Challenge:
The iconic plastic bag has gotten a bad wrap. The majority of people are not aware that they can be recycled through retailers who offer public collection bins outside of their stores. Consequently, the bag is often discarded after arriving home – instead of being dropped off for recycling and thus, given a second chance to be useful. While some people may reuse plastic bags around the house, they oftentimes don’t realize there are a plethora of other uses for them.
The challenge was to work closely with the client to create a high profile brand and a fun, interactive and educational website that could be used for a statewide educational campaign to attract and inspire people of all ages to recycle and reuse their plastic bags. Key requirements were an easy-to-use locator for plastic bag drop off via zip code with mapping, a mobile app, and Video Contest capabilities through You Tube, a news update feed and social networking.
The Brand:
A Bag’s Life was created to bring the plastic bag to life — giving it an identity and emotional connection. The human-centered approach to design was carried through in the copy on messaging, including the website, where the bag appears to talk in first person, and by creating facial expression imagery on the bag itself.
Design:
The colors: A light blue was chosen to keep a friendly atmosphere with the bag’s personality. An icon on the website was designed to take on a life of its own, smiling when it’s happy, frowning when it’s not. Website copy suggests that individuals should stop up and do their part to address litter and waste rather than blame the bag if it’s not being recycled or reused.
The logo: The bag, with its personality, became the brand. In addition, dotted playful type was used to further bring the brand to life.
The typography: It was essential to be bold with the messaging: “Don’t Treat Me Like Trash” and “Gimme A Second Chance.” There should be no question that plastic bags deserve another life and not be needlessly discarded, when other useful opportunities await it.
Content:
The copy emphasizes the benefits for reducing, recycling and reusing plastic bags. A handy locator tab that is constant on every page allows the user to plug in their zip code and find the nearest recycling drop off site within 10, 25 or 50 miles and then Google maps drives them to the location. A Video Contest for state residents also is designed to get participation from the public and further the emotional connection, so that people could tell their own stories.
The Results:
The design was based on clear marketing objectives and resulted in a strong professional yet human-centered presence for A Bag’s Life. There was a successful launch on Earth Day at the Capitol in Tallahassee where the brand appeared on buttons, bags and even a pirate ship playground made from recycled plastic “lumber.” Several high-profile partners, including the Florida Department of Environmental Protection, Florida Retail Association and the Florida Recycling Partnership have joined the effort.
