This campaign had a clear goal: position Interchange as the experts at recycling oil and antifreeze to younger people.

And so, we met young people on their terms. Using more digital media than before allowed us to be hyper-contextual and take the low-interest category of oil recycling, cozy up to the viewer’s personal interests, and then bridge the gap of relevance.

We created dozens of fun but focused ads that stated what Interchange does well, leaving loads of room to playfully highlight what they don’t do.