Ireland will have to recycle 50% of all plastics by 2025 in accordance with new European legislation. Repak's yearly public awareness campaign, Recycle Week, had been going on for almost 20 years by 2018 and Ireland's plastic recycling rates had plateaued at around 30%.

Repak tasked the agency with solving this problem, and our response was creating Team Green, a group of ambassadors that would lead a new initiative that aimed to engage and invigorate the Irish people while humanising recycling processes.

The Team Green logo was created by drawing inspiration from traditional sports team crests and combining components of the master Repak logo to produce a shield that all Team Green members can wear with pride and that is meant to instil confidence.

To give the campaign a relatable face and voice, we worked with well-known Irish public figures and athletes, such as Paul and Gary O'Donovan, Paul McGrath, Roz Purcell, Donal Skehan, and Anna Geary.

The campaign's initial phase focused on increasing public participation, getting people to sign up for Team Green, and teaching them how to recycle more responsibly. The second phase concentrated more on single-use plastics and increased recycling rates.

A suite of video content was developed for social and video on demand (VOD). This content included the creation of a cast of animated characters developed specifically to appeal to primary school children.

Creative was rolled out media across multiple touchpoints, including outdoor (48 sheets, 6 sheets, Dublin Bus wraps & Tsides), outdoor digital (Transvision screens in commuter hubs; Heuston, Connolly and Pearse Station, Dpods) with radio, press ads and digital supporting the outdoor assets. 

The wide variety of activity catered to a geographically diverse audience, ensuring a broad reach for the campaign.

Team Green membership has grown to over 26,000 people and 3,400 member businesses. As of July 2023, Ireland surpassed every recycling and recovery target set for it by the European Union.