Americo sets the bar high by making 100% Recycled, American made, industrial floor and utility cleaning pads. Even their boxes are 45% recycled materials. And now the pads are not only made of recycled plastic bottles they are engineered to biodegrade in just a few short years.

This campaign set out to not only tell this story but to visually separate them from the typically industrial imagery in this category. Working with the writer Mark Slatko, we created this distinct campaign under our brilliant concept “AMERICO, THE BEAUTIFUL” that consisted of print ads, posters, banners and trade show booths.

The challenge was convincing the client to not show the product as the hero of every message. Diplomacy and good salesmanship prevailed and the result was worth the effort.