San Francisco Department of the Environment: Heart

To help reach its goal of "Zero Waste" by 2020, this $.5 million (in-city media) San Francisco Department of the Environment ad campaign encourages composting. The strategy is to present the messy issue in an urban, "San Francisco" tone of voice. The ads assume some local knowledge. For example, "If we can't bury grandma in the city, we surely can't handle your extra coffee cups." (No cemetary plots are available in San Francisco.); or "Do you really want the city 7x7x7?"(Same. San Francisco is commonly described as 7 miles long and 7 wide.). Some of the ads, such as "Haight," are neighborhood-specific.Agency: School Of Thought