Bristol already had the recycling credentials. As a city, it was number one in England for seven consecutive years. But litter was still a problem and the people dropping it most often (young men aged 16–25) weren't exactly in the market for a stern public information campaign. So, we didn't make one. Bristol's Binning was a city-wide campaign to cut littering and introduce on-the-go recycling to Bristol city centre. My role covered the full creative package: leading the campaign identity, writing copy, and designing assets across every touchpoint.