One of my favorite clients of all time is a small division of Waste Managment called The Bagster Bag. I loved the challenge of developing a brand voice and driving awareness on teeny-tiny budget. Our big "aha moment" was realizing that every project is driven by the need or desire to get rid of something. So we reframed waste removal as a milestone in your project that's worth celebrating, and called that feeling "The Joy of Gone."
The new Bagster spokesperson Joy uses humor and positivity to help DIYers get a fresh clean slate to build their dreams on. Below is a TV spot and some short comedic videos starring Joy for social media. Everything drove back to TheBagster.com which we re-designed to look like Joy’s personal blog, with lots of good info on DIY projects and using the Bagster Bag. It's still live so check it out!
ART DIRECTORS: Kelly O'Keefe, Jeremy Lobdell
COPYWRITER: Dina Facklis
DIRECTOR: Matt Miller