WRAP is a UK government initiative dedicated to help individuals, businesses and local authorities recycle more, make better use of resources and help tackle climate change

Objective: Increase the number of committed recyclers nationwide

Challenge: Convert individuals from a state of passive acceptance to informed collaboration

Creative Solution: “Recycle now; the possibilities are endless" worked on three levels; covering the types of recyclable material, ways in which you can recycle and the transformation potential of recycled material. With Eddie Izzard as ourvoiceover, the campaign was set in a bright, optimistic world where recycling scenarios were brought to life using afresh, illustrative style

Media: TV, Press, Online and Interactive Game

Results: Pre-tested by NOP achieving the highest ever score recorded - notable success for bonding, persuasion, empathy and personal identification