The Town of Vail had just implemented some pretty serious recycling legislation, and wanted to draw the attention of residents and visitors with a funny, lighthearted campaign that would offer a friendly nudge in the right direction. I looked to dated ski fashions for inspiration, to remind the audience that we've all made mistakes in our past—like tossing bottles and cans into the garbage bin—but now we know better. The campaign included print ads (top) as well as stickers designed for local pizza shops, magnets for hotel/condo refrigerators, and digital ads.

Note: At the last minute, well after final production was complete, town representatives worried that the campaign was too edgy, so we presented several other options, and landed on a different approach. I include the work in this portfolio because it represents my thinking and captures an advocacy message in an unexpected way.

Concept, creative direction, copywriting
Design: Kevin Bonner
Agency: Vermilion