Alberta Beverage Container Recycling Corporation
The Unreturned
Post pandemic, at-home beverage sales soared but depot visits dropped, leaving 400 million recyclable containers unreturned across Alberta. We gamified recycling, turning empties into characters to find and bring the unreturned back to the depot.
ABOUT
THE PROJECT
Project Type:
[Integrated Campaign + Activation] [2023]
We launched The Unreturned—a six-month campaign to get every container home to the depot. We turned these empties into charming, anthropomorphized characters and used nostalgic video game visuals to educate Albertans on recycling’s impact. Designed to engage young urban adults, parents, and kids, our campaign encouraged Albertans to "Contain The Unreturned."
Depot Adventure Time became a platform of success for The Unreturned it leveraged AR technology and a fully integrated OOH and digital campaign. By scanning a QR code users can identify and learn about the unreturned beverage containers in their own space. The campaign spanned display ads, video, OOH, TV, radio, mailers, gamified digital, transit wraps, and a two storey experiential installation to identify the unreturned and bring them to the depot for sweet merch. Beyond traditional media, we earned coverage through a high-impact, Stampede-adjacent event. Our larger-than-life experiential installation in July was featured on CBC Calgary, reaching 319K viewers via broadcast and a potential 60MM online.
2023 Ad Rodeo Association Anvil - Mobile Application
CREDITS:
CD: Dan Strasser CW: Diana Prymack SR. AD: Dylan Smith
Interactive Illustration: Tyler Lemermeyer & F&D PRD: Park Productions FX: 6 degrees