A practical appliance-recycling incentive needed a simple idea strong enough to interrupt and explain.
Southern California Edison / Campaign · Direct Response
Refrigerator Recycling
A memorable direct-response campaign that turned a technical appliance-recycling incentive into a simple, benefit-forward story.
Turn the old refrigerator into the visual story, then make the value exchange immediate.
A direct-response campaign centered on a memorable, benefit-forward visual concept.
An otherwise technical utility message became accessible, visual, and action-oriented.
