Why It Works: Dow's Recycle Rally

In advertising, we are often constrained by predefined variables from our clients: brand guidelines, established messaging, etc. Typically, adhering to these outlines is a good thing, healthy even, because it establishes a cohesion that customers can recognize, making the brand stronger.

Sometimes, however, we get a little leeway. When the idea is deemed more important than the brand, a hierarchy is created, allowing a bit of flexibility and just the right burst of creativity. Dow’s Recycle Rally, a 30-day recycling challenge, offered an opportunity for us to use illustrations to create an idyllic world that is better because of plastic and the people who recycle it. The challenge itself is also flexible, allowing users to design their own Recycle Rally experience, based on what they can do in their own lives and in their social media circles to promote recycling.

This project works well because illustrations are powerful, bringing visual life and clarity to ideas and text. In Recycle Rally, the use of flat, vector shapes mixed with subtle textures, along with the bright and friendly color palette, makes Recycle Rally simple, fun and appealing. Topped off by slab and sans serif fonts, and sealed with the rule of three, Recycle Rally is faultlessly decorated. This is why Recycle Rally works.

While the client will be managing the campaign, we did equip them with content, including suggested hashtags, Tweets and Facebook posts, and a handful of meme-style images that will help them push the site out to users and generate organic content via these users. We are excited to see how people rally in their lives to promote recycling.

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Adcetera is a 35-year-old, Houston-based advertising agency made up of the most strategic, most creative people on the planet. Our nearly 90-member team of designers, writers, programmers, animators, strategists, and account service people work like dogs to create memorable content for brands around the world.

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We work with some of the biggest brands on some of their biggest projects (AIG, DOW, HP, HPE, and Sysco) as well as some of the best brands headquartered in our own backyard (Texas Children’s Hospital, High Fashion Home, and Memorial Hermann). Many of our relationships — with our employees and our clients — span decades. We are blessed and we are proud — proud of the work we do and the brands for whom we speak. If what is important to us is important to you, let’s start a conversation. Call or drop in. Our doors are open and our phones are on.