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.