Waste Management Phoenix Open
Oh, the humanity – and characters – of the Waste Management “Bin-to-Bin” campaign.
Waste Management’s massive infrastructure of street assets were brought to life in this animated campaign that debuted at The Waste Management Phoenix Open. The humor and charm of this campaign helped to shift brand perception from an impersonal mega-company to a likable and personable company that customers could relate to.
A series of :15 spots were created initially featuring a variety of characters – from a trash bin taking a rollercoaster ride up the side of a collection truck, to a recycling bin choking on a plastic bag, to dumpsters swapping jokes and insults.
“Monotony” :30 Highlights reliability.
“Best Buds” Four-out-of-five customers would recommend us.
The Waste Management Phoenix Open is a zero waste event – an amazing accomplishment. A series of slightly irreverent, yet educational ads were created for on-course materials to help event goers recycle right.
These ads also showed up on the daily Pairing Guides.
Golf Channel takeover. Video and animated banner ads ran prior, during and post tournament.
As part of the Zero Waste initiative, a "Learn it here. Live it Everywhere." brochure was also produced. It was tipped into the event Program as well.
Houston Astros program ad. Despite being created for the Waste Management Phoenix Open, the campaign was hugely successful and bled into other advertising.
Pittsburgh Penguin Sponsorship Jumbotron
GolfNow sales collateral
Research results revealed all audiences felt the campaign was warm, funny and very positive. Plus, there were these stats:
Likeability was over 70% among customers, prospective customers and employees
81% of customers would feel good about choosing Waste Management products or service
75% of residential customers claimed the ads had a clear, unifying message
2016 AMA Crystal Awards Winner and AMA Marketer of the Year Finalist, BMA Lantern Awards Winner, Best in Biz Advertising Campaign of the year Gold; 2017 Gold Addy
2017
“Lesson with the Pros”
It’s the most highly attended event on the Tour. Yet not one scrap of material goes to a landfill. That takes real game. The “Lessons with the Pros” campaign pairs recognized golf pros with behind-the-scenes Waste Management pros to share tips and insights about how they achieve a common goal – getting to the green and staying there. From official program and pairing guide ads to green messaging inside the tournament’s famed 16,000-person stadium, everyone plays a part in The Greenest Show on Grass.
2018
“Care Free Memes”
This print campaign embraced the irreverent and non-traditional ways of this PGA stop. These ads stood out in the program and on the daily pairing guides with their whimsical sensibilities, while not ignoring the obvious feat of Tour – being “the greenest show on grass.”
