Advertising and design firm 72andSunny has teamed up with G4 to develop "gcycle," an environmental initiative aimed at getting young guys to recycle their tech gear, such as used chargers, cell phones, batteries, CD-ROMs, videogame consoles, and other gadgets. In addition to recommending the partnership initiative between environmental information provider Earth 911 and G4, 72andSunny conceived the program name (gcycle), website (gcycle.org), identity and logo, as well as the "Dude, c'mon" promo campaign activating the program. Two animated spots broke in the U.S. on Earth Day (April 22).
"Young guys want to do the right thing when it comes to being environmentally responsible, so you don't have to preach to them," said Jason Norcross, Writer, 72andSunny. "But most guys either don't think to recycle their old gadgets or they think it's a pain. So our first objective was to make recycling easy to do. The second objective was to make it fun. If we're going to really convert guys, it has to be something in which they enjoy participating."
Adds Bryan Rowles, Art Director, 72andSunny, "We spun our gears in different directions until our producer, Sam Baerwald, blurted out the perfect message for the campaign: 'Dude, c'mon. It's not that hard.' How can you top that honesty and directness? Plus, the concept was fun, and G4 and Earth 911 felt the same way when we presented them with the idea."