The Scrap Tire Corporation has been working to recycle old scrap tire in the province of Saskatchewan for over 15 years. As with all environmental stewards, they have a serious message that is important to communicate. We previously worked on a campaign called “Hero’s “ which was successful in accomplishing its goals for SSTC, but this time they wanted a campaign that was less literal and more eye-popping.
Create a province-wide campaign that communicates the importance of scrap tire recycling in an interesting and entertaining manner, while positioning SSTC as the authority in this space.
We approached this task with high-level, platform thinking. Having worked with SSTC in the past we were at an advantage in knowing what had been done in the past, and what options had yet to be explored. After some brainstorming and vetting we landed on “Dawn of the Tread”. This campaign points to the seriousness of tire recycling in a way that is entertaining to consumers.
The campaigns making focus was graphic novel type video that as hosted at dawnofthetread.ca. All facets of the campaign pointed back to the URL as the call to action. We created numerous, medium specific adverts that focused on using the DOTT platform in an interesting and non-traditional manner. This integrated marketing campaign took place on billboards, print, transit, movie/tv, and online.
Watch for this campaign, launching in spring 2014!