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Recology: Zero Waste :45

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Mission: Engage San Franciscans in achieving zero waste by 2020. Hard part: It’s a complex thought that, on its face, sounds impossible. Solution: Leverage elegant simplicity that makes the concept easily accessible, highly understandable, and compelling. Strategy: brand “zero waste” for Singer Associates’ client Recology by pointing out that, “if less is more, then zero waste is everything.” Special note: the spot debuted as the trailer for the SF premiere of Jeremy Iron’s new documentary “Trashed.” Audience cheers and applause followed.