Playing off the joy and communal nature of a toast, we saw beyond the limitations of the real windows in one of the boards and made them central to the idea of creating a vertical neighborhood that feels right at home in NYC.
’Tis the season to share a cup of cheer
If life has proven anything, it’s that people get busier and busier all the time. Hefty Tableware was uniquely suited to lend a helping hand amidst the chaos by doing the dishes for them — whether during the challenges of COVID lockdown, the frenzy of the holiday season or any other crazy busy day of the year.
The holidays require lots of planning, and you’ll find all kinds of planners on Pinterest. We met those Pinterest planners with breakthrough video pins in our 2020 campaign, touting Hefty Tableware as the solution to seemingly uncontrollable holiday chaos.
An increasing portion of the population is trying to become more environmentally conscious. From decreasing carbon footprints to creating less waste for landfills, people are taking the necessary steps toward greener living. To keep Hefty aligned and relevant to this growing demographic of eco-conscious shoppers, the brand developed its first-ever eco-friendly disposable tableware line.
To help consumers trust the authenticity of a sustainability effort from a maker of non-recyclable plastic products, Hefty has helped convert over 300 tons of hard-to-recycle plastics into valuable resources. That’s the weight of five 737 airplanes. Only an epic demonstration of strength by the World's Strongest Man, Martins Licis, could generate the awareness these truly hefty results needed.
We used the interface of social platforms in playful ways to encourage engagement.
Speaking of sustainability, we even recycled one of our own ads to tell more of the story.
With only 6 seconds to share our in-depth message, we got clever with YouTube’s interface to have our strongman direct people to learn more at our website. When Martins tells you to click through, you do.
All the work drove consumers to a microsite that further educated them about the Hefty EnergyBag program, including defining which hard-to-recycle plastics can be recycled through this unique program.
Instead of battling SOLO for the title of Party King, we set out to connect on an emotional level to the moments that matter most to people. The moments, big and small, worth celebrating — and remembering the next morning.