We made people love plastic bags.

To combat the global issue of single-use plastics filling up landfills and polluting waterways, Hefty developed the Energy Bag — 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.

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 needed of these truly hefty results.

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 of the work drove to a microsite that further educated consumers 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
0 181
stories generated
0 110
in total reach