Campaign Planning
Conceptual Development
Media Strategy & Buying
Messaging & Content Creation
Digital-First Integrated Campaigns
Ad Production
Photo/Video Shoots
Video (Manifesto & Campaign)
Under a bold new vision for sustainable waste solutions leadership, Covanta had significantly expanded its footprint and service offerings. It was time for an equally bold new brand – Reworld™ – and a high-impact relaunch to drive both awareness and measurable business results across business, government, and community audiences.
Reworld™ is built on a powerful shift in thinking: refuse is a resource. The launch campaign needed to amplify that message while ensuring lasting memorability of the new brand name. Achieving this would require creating an emotional connection strong enough to drive both brand clarity and market performance.
S3 McMillan developed the Reimagine Your World platform – an inspirational rally cry that reinforced the brand mission and strategically framed the new name. By literally bookending the campaign line with “Re” and “World,” every expression of the launch organically embedded the Reworld™ brand in audience minds. The campaign spanned high-impact print, out-of-home, digital, social, video, and more, positioning Reworld™ as a sustainability innovator while driving business engagement.
Brand Awareness equaled that of the previous brand (in market 70+ years) after only 6 months (source: Harris Poll)
Brand Perception improved, with the brand now seen as having positive momentum (source: Harris Poll)
Lead Generation directly drove 50% more incoming leads
“S3 McMillan has been an exceptional partner throughout our rebrand journey at Reworld. They took our bold new name, mission, and color palette and transformed them into a compelling digital campaign that’s helping us connect with our audience in meaningful ways.”
“The S3M Team is collaborative, creative, and genuinely invested in our success. They listened closely, challenged us thoughtfully, and delivered work we’re incredibly proud of.”
“We are so glad to have them as our agency of record and are excited for everything we will build together next.”
Rayne Pacek
Former Global Head of Marketing, Reworld
