Reinventing tire recycling awareness
Tire Stewardship BC
Awareness Campaign
Website Redesign
2020 forced Tire Stewardship BC to make a big change. Before the pandemic, the tire recycling program simply relied on street teams and community events to raise awareness of their work.
The drawbacks of COVID became a positive for TSBC and Here Be Monsters when we developed new ways to reach their audiences.
To date, we’ve done several campaigns together using strong insights and engaging creative work to boost TSBC’s collection numbers to new heights.
Our latest campaign rallies around the idea of instant karma. The concept submits if you treat your tires right by recycling, everything is cool. But if you don’t, nature will not be happy.
Earlier campaign ideas all pointed to the second life of recycled tires. Using the rubber as our canvas, we made side-by-side comparisons, zoetrope videos and tire-style fonts to demonstrate what old tires can become after they’ve been recycled.
Beyond visual media, the idea of a tire’s second life was pervasive in radio too–leading to very memorable ads.
Needless to say, Tire Stewardship BC got a lot of mileage and awareness from their advertising campaigns.
TSBC’s old website was a tire fire. It was dusty, broken and uninviting.
Here Be Monsters and Fuse Interactive rebuilt and redesigned TSBC’s website to be more engaging to the general public. Special attention was put on the UX while still telling the Tire Stewardship’s brand story and its central role in recycling tires for British Columbians.