Don’t Waste Your Opportunity to
MAKE A DIFFERENCE
More than ever before, it’s important for Texans to increase recycling and protect the place we call home for generations to come. Recycling is good for Texas’ economy and environment. The recycling industry in Texas employs 23,000 people, and that number is growing. Recycling is easy in Houston because of the mixed recyclables program that is offered by Independent Texas Recyclers (ITR) and the two other local recycle processors. ITR is the largest independent recycling processor in Houston and recycles over 12 million pounds of your recyclables each month, but we can always do better!
So c’mon Texas, let’s round up more recyclables
and turn trash into something terrific!
and turn trash into something terrific!
Introducing “Rope ‘em Recyclers”
A Bold Recycling Initiative from Houston’s ITR Recyclers
When the visionary Houston-based recycling brand ITR RECYCLERS set out to transform waste into opportunity, they turned to Brand Extract, a forward-thinking agency known for crafting compelling narratives. Together, they envisioned an ambitious campaign that would embody the spirit of Texas while promoting sustainability.
I had the privilege of shaping their message through the "Rope 'em Recyclers" ad campaign—a dynamic movement designed to engage communities, inspire action, and redefine the way we see waste. Blending Texas heritage with modern environmental responsibility, this campaign turns the classic cowboy ethos into a call to action: “Round up your recyclables, and let’s build a greener future.”
From striking visuals that capture the rugged, hardworking Texas spirit to messaging that makes sustainability feel bold and empowering, "Rope 'em Recyclers" is more than an ad campaign—it's a movement.
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Client: ITR Recyclers
Agency: Brand Extract
Brand Manager: Krista Schroen
Designer: Nikki Ajmera
CGI & Post Production: Rahul Gupta
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From Trash to Treasure
Did you know that the average American generates more than four pounds of waste every day? That’s equal to 1.5 tons of solid waste every year. Recycling your paper, glass bottles, plastic containers and cans turns this waste into raw materials that can be used across many industries.
Even small changes can make a big difference.
Go Green H-Towners!
Get informed and get involved! Find neighborhood depositories, recycling centers and other helpful resources about recycling.
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