"A poster promoting recycling is a bit useless if no one's going to want to hang it up. Get Michael Schwab to do the illustration and you can be pretty certain people are going to see it. In this particular case, the communication objective was simple: give restaurants the opportunity to take pride in their recycling efforts. The message is not only to customers, but to employees as well. With advertising that doubles as art, you can help ingrain recycling in popular culture. Rather than make people feel guilty if they don't recycle, make them feel as though they are part of something special—so they can feel good when they toss their empty bottles and cans into a recycling bin, " said creative director Tom Ortega.