Hungry for Batteries

People for Bikes, a non-profit dedicated to increasing bicycle ridership in America, collaborated with Call2Recycle in 2023 to establish an e-bike battery recycling program spanning over 1,800 locations. They engaged InGoodTaste to develop an educational campaign highlighting the importance and accessibility of battery recycling.

Our solution: "Hungry for Batteries" featuring the endearing characters Rey and Watts. This unlikely duo teams up when Rey discovers Watts' unusual appetite for e-bike batteries, creating an opportunity to combat battery pollution together. The campaign transforms a serious environmental concern into an engaging narrative with a playfully serious tone.

The comprehensive deliverables included character development, campaign visual identity, storyline creation, 6 still images, 6 animations, a responsive website, social media storytelling guidelines, and a complete campaign toolkit—all designed to drive participation in this important sustainability initiative.