San Francisco Department of the Environment Print Elitist by School of Thought

Elitist
The Print Ad titled Elitist was done by School of Thought advertising agency for San Francisco Department of the Environment in United States. It was released in Jul 2015.
Advertising campaign for San Francisco Department of the Environment

San Francisco Department of the Environment: Elitist

Brand
San Francisco Department of the Environment
Media
Print
Released
July 2015
Posted
July 2015
Market
United States
Industry
Public awareness
Agency
School of Thought
Copywriter
Tom Geary
Art Director
Faruk Sagcan

Credits & Description:

Advertised brand: San Francisco Department of the Environment
Advert title(s): “Elitist”
Headline and copy text: “Composting. Elitist West Coasting, or maybe we just give a damn.” Hashtag: “Composting. It’s the #SFThingToDo”
Advertising Agency: School of Thought, San Francisco, U.S.A.
Country: United States of America
Agency website: http://schoolofthought.com
Creative Director: Tom Geary
Art Director: Faruk Sagcan
Copywriter: Tom Geary
Published: May, 2015
Short rationale: To reach its goal of “Zero Waste” by 2020, the San Francisco Department of the Environment will run a $.5 million (in-city media) ad campaign, created by San Francisco agency School of Thought, intended to encourage composting. Separating compostables (mainly food scraps and food-soiled paper products) and recyclables from other garbage is already mandatory, but if the city is to stop exporting garbage, more citizens will have to start composting, at home.
It’s a yucky problem. The strategy is to present the messy issue in an urban, “San Francisco” tone of voice. The ads assume some local knowledge. Some are neighborhood-specific.