We made people love plastic bags.

To combat the global issue of single-use plastics filling up landfills and polluting waterways, Hefty developed the EnergyBag — an innovative sustainability initiative that aimed to make the once-impossible possible.


Tough Love

Consumers are skeptical of the authenticity​ behind a sustainability effort from the makers of non-recyclable plastic products.

True Love

Hefty is taking responsibility by doing the heavy lifting when it comes to recovering plastic products, making it easy for consumers to join the cause.

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.

0 300
tons of hard-to-recycle plastics converted into valuable resources
0 110 MM
in total reach
0 181
stories generated