I DID:

Strategy

Copywriting

Creative Direction

People haven't been actively interested in recycling since it was first introduced in the early 90's. How on Earth do you put it top of mind again? 

Well, you "revive" a fake 90's icon—loaded with catchphrases—to help get people Re-psyched about Recycling of course! 

And so, a Ricky Starr was born.