Bin is evil.
We created him so we could talk to people about recycling without having to make them feel guilty, or bang on about the environment (which can make people switch off if you’re not careful).
The whole idea of the campaign was to make people think before they tossed any rubbish in their black bin sack.
It worked really well, with a 30% upsurge in recycling across Greater London, and was followed up by print and radio executions.
Greater London Authority