Pitch / Creative Campaign / Don’t Mess With Texas

How do we change bad behavior into good? The answer lies in how we think as a species. How we’re hardwired to adopt the norms set by society. 

So let’s show Texans just what that good behavior looks like. Yes, it’s “Don’t mess with Texas.” But it’s also about doing our part to be the best we can be. To lend our hands as well as our hearts to keep our great state clean. To not litter, certainly. But also to pick up that trash. Just two pieces a month by each of us will do it. Now that’s the best “pickup” in Texas!

 
 
 
 

Partners & Prospects

ADOPT A HIGHWAY

We all need to own the littering problem in Texas. And the best way to do that is to clean up your own stretch of highway. Two pieces of trash at a time.

PARTNER OUTDOOR AND DIGITAL

Who are the best Texas celebrity endorsers to further our cause? Those great homegrown Texas brands with a stake in keeping our roads clean. We’ll tap into their unique voices for a clever twist or two. They’ve got millions of followers and fans, so let’s team up for the best pickup in Texas.

SOCIAL

Let’s bring our Texas-brand partners into the conversation on social to remind Texans to enjoy these homegrown products. Just make sure those cups and bags go into the can when lunch is over.

 
 
 
 

Surprise & Delight Social Content Moments

Fast food and litter just go together. Who better to motivate Texans to do the right thing than J.J. Watt from the Houston Texans? We’ll sneak him into a select Whataburger drive-through for some positive reinforcement and an awesome selfie moment for customers!

 
 
 
 

Experiential

We’ve got Texans picking up two pieces of trash a month, so how about we give them a little reward for the effort? Our traveling road show will offer a destination for fun community events, including our branded “Pickup With A Purpose” truck. Drop two pieces of trash in the back and get a little Texas surprise. Now the best pickup in Texas is coming to your town!

 
 
 
 

Unit / Team

  • FleishmanHillard’s Role : Pitch / Influencer Partnerships, Marketing & Advertising, Social, Experiential, Radio

  • Direct Role : Senior Art Director

  • Reported to Creative Director / Executive Creative Director - Supporting Account Team Partnering with Senior Copy Lead.