The Seventh Generation brief was about selling who it is as a company—its ideals versus the products. Seventh Generation wants a world that we can pass on to our seventh generation. Keeping that goal in mind, and after a couple of different ideas were considered, I went with the following option. People enjoy receiving recognition or at least something of value. Some of the highest honors known to the general public are the distinguished awards from the entertainment industry. This awareness would be used as motivation—a person who recycles might win a notable entertainment award that was recycled for the event. Everything would be set up and sponsored by Seventh Generation.
