Cups With No Quit
To raise awareness of GFL’s sustainability mission, we turned their reusable aluminum cups into a symbol of fan loyalty, launching a season-long campaign from TFC kickoff to the Leafs’ final game. Through a hero video series, in-venue content, and custom-branded cups, we made recycling a memorable part of the fan experience. By showing the cups returning again and again, we brought GFL’s message to life in a way fans could own and remember
THE PROBLEM
Despite visible branding at MLSE venues and across the city, fan awareness of GFL’s sustainability efforts remains low, with limited understanding of the brand’s role beyond waste collection
THE ASK
Drive awareness and relevance of GFL’s sustainability efforts by making the aluminum cup initiative an engaging and ownable part of the TFC and Argos fan experience.
CREATIVE INSIGHT
Fans pour emotion into every game—but rarely consider the impact of what they leave behind.
THE IDEA
Cups with No Quit: Bringing GFL’s sustainability message to life by turning aluminum cups into fan heroes, using humor, gamified activations, and in-venue storytelling to make recycling unforgettable.
The
Results
THE Results
This is the power
of partnerships
