Recycling Raccoon Squad

CAMPAIGN: “Know It Before You Throw It,” a multi-year statewide campaign to improve Michigan’s recycling — including research, strategy, and ideation followed by paid, earned and owned media planning, development, execution, and optimization.

MY ROLE: As Creative Director at Güd Marketing, support on campaign positioning, strategy, messaging, customer journey, and implementation; lead on original concept creation, campaign development, and creative direction (writing, design, photo, video, audio, graphics, copy, costume design, user experience, etc.).

CLIENT: Michigan Department of Environment, Great Lakes, and Energy (EGLE)