Periscope and Hefty take on World’s Strongest Man

Minneapolis-based agency Periscope is pulling its weight with Reynolds Consumer Products in a new integrated campaign for Hefty EnergyBag. The campaign drives awareness for the brand’s sustainability efforts, featuring the World’s Strongest Man Martins Licis pulling a passenger plane, five of which are equal to the 300 tons of hard-to-recyle-plastics Hefty has converted into valuable resources.

“Uncovering an ideal way to creatively showcase the power of Hefty’s sustainability efforts to date was an exciting challenge,” said Periscope group creative director Jen Stocksmith. “We needed to find a way to demonstrate the impressive program results, bring awareness of what those efforts entail, and do so in a humorous way that aligns with Hefty’s brand positioning…all in 15 seconds.”

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“We were seeking an agency partner who could swarm a complex ask like this and simplify it into a simple, powerful idea,” said Lindsey Walter, Director of the Hefty EnergyBag Program. “We are thrilled with the work and excited for how it will raise awareness of our innovative program that turns hard-to-recycle plastics into valuable resources.”

Periscope’s work includes video production, digital and social media, microsite development and public relations.

SOURCE: Minneapolis Egotist