Everyone’s seen the ‘recycling is good,’ messages. We didn’t think they’re very compelling. What if people who DIDN’T recycle were as publicly proud of their lifestyle as recyclers are of theirs? With some savvy research and a great, risk-taking client, we launched a campaign for the state of Georgia that was to get people talking. And talk they did. 142 communities adopted the campaign of billboards, print ads, radio spots, cinema spots…and life-size cut-outs of our non-recyclers, and lots of grassroots, guerilla-type stuff that works hard on the ground. And the website we built to coordinate all this talking, YouGottaBeKidding.org, generated more traffic in its first 90 days than 90 percent of all websites in existence. The group The Fray even posed with our boy Tommy on their summer tour.