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Our project goal was to create a company, nonprofit, or campaign around an underutilized technology. We imagined a public service campaign aimed at college students which would collect and recycle cigarette butt filters to keep campuses cleaner and reduce environmental impact; the recycled plastic from these filters would be returned in the form of park benches or shelters.
Our primary market is college students on campus, and as a result our campaign would have to transcend the typical institutional design sensibilities, competing instead with brands that grab Generation Z's attention. The campaign would be focused on bright colours, high aesthetic value, and attention-grabbing copy, and would steer away from negative or accusatory language.
Our proposal gathered a positive response in both critique and among those in our primary market (i.e. students who smoke on campus). We received positive feedback on our concept to create a "voting system" in the receptacle by which users could vote for how they wanted their recycled cigarettes to be used.