HEFTY RENEW

Using design to turn a complex sustainability challenge into a program people could actually understand.

TURNING “NOT RECYCLABLE” INTO “WORTH IT”

We developed a comprehensive creative system for Hefty® ReNew™ that transformed a complex sustainability challenge into a clear, engaging program consumers could easily understand. Through a fully integrated campaign spanning packaging, digital, and educational touchpoints, we used bold, compelling visuals to simplify the story of hard-to-recycle plastics and guide participation with confidence. The work balanced credibility with approachability, helping drive awareness, increase program adoption, and position Hefty® ReNew™ as a leader in responsible recycling. By making the invisible visible, the campaign demonstrated how thoughtful design can reduce friction, change behavior, and create real impact.

WHEN WASTE BECAME SOMETHING YOU COULD SIT ON

To make the impact of hard-to-recycle plastics instantly tangible, we created a simple but powerful visual: 38 collected bags transformed into a single park bench. By connecting everyday household effort to a real, physical outcome, the idea delivered an immediate “ah-ha” moment, showing consumers that their participation adds up to something meaningful. The visual reframed abstract sustainability claims into a concrete result, helping people see value in the process and reinforcing that small, repeat actions can lead to lasting change.