TASK

Create a campaign to keep New York clean by encouraging everyone to do their part and toss their trash. Specifically, create a character to go in the “Keep NYC the Right Kind of Dirty“ that can be used in animation for digital OOH boards and socials.

STRATEGY

Use the classic imagery of the trash symbol and bring him to life in a way that embraces the kind of dirty we are looking to keep in NYC.

EXECUTION

We created storyboards for short animations that can be used across platforms and the characters can be used on their own. These short stories encompass dirty language, smoking and nudity, and trash talk that all embrace the grit of NYC while still emphasizing disposing of the grime