Publicis Toronto and City of Toronto Launch Game Changing Green Bin Campaign

Publicis Toronto is proud to unveil ‘Greener City’, its latest campaign for the City of Toronto. The campaign aims to educate Torontonians on the immense benefit of disposing of their organic food scraps in their Green Bin, because when placed in the Green Bin the City uses the scraps to help create renewable natural gas. However, when the scraps are tossed in the garbage, they contribute to greenhouse gas emissions.

At the heart of the campaign is an interactive game, developed by Publicis Toronto, designed to educate through engagement. QR codes are featured on printed materials like Transit Shelter Advertisements (TSAs) and print ads, as well as accessible through a link on social media. By scanning the QR code, or visiting GreenBinGame.ca, users will embark on an interactive augmented reality game that challenges them to correctly sort three different food scraps into their appropriate bins. As they progress, players will receive informative prompts and valuable insights around the benefits of using their Green Bin, along with a deeper understanding of the positive outcomes associated with responsible organics disposal.

Joanna Monteiro, chief creative officer of Publicis Toronto explained, “By educating people through our interactive game, we aim to build lasting habits among Torontonians. We believe combining learning with play is an effective way to inspire sustainable behaviours and teach not only the benefit of using the Green Bin, but also the environmental damage when food waste is tossed in the garbage”.