TOUGH BAGS
FOR your DIRTIEST JOBS.

Everybody’s life gets messy. Some lives? A lot messier. This campaign dives into the depths of what a Hefty trash bag could hold, placing it at the scene of the dirtiest crimes imaginable—not just as a witness, but as a key accomplice in the story.

We built anticipation by teasing a series of “new releases” across billboards, social media, and word of mouth buzz, letting people believe an intense new thriller was about to drop. But here’s the twist: when they clicked ‘play,’ they didn’t get the high-stakes crime film they were expecting. They got Hefty—tough bags for the dirtiest jobs. 

THE TEASE

People don’t add movies to their watchlists without a taste of what’s to come. So, to build curiosity, we’ll release a series of trailers—quick hits that tease each ‘new release’ in theaters and online, just like every other big blockbuster.

NOW STREAMING

A BUZZ-WORTHY WATCH

Because everyday decisions—from what we eat to what we watch—are sparked by a single swipe, we leaned into social media to promote the release of our new “movies.” By teaming up with TikTok and Instagram’s most popular movie buffs, we put our new releases at the top of everyone’s watchlist.

Instead of paying for ads between shows, we embedded Hefty directly into the streaming experience, disguising ourselves as a any other movie. Once curious viewers hit play, they discovered the trending new crime movie they were watching was actually a clever reveal for Hefty—the toughest bag for the dirtiest jobs. By integrating Hefty right into the movie lineup, we created an unforgettable moment that sticks with people long after they log off.

COMING SOON

Dirty jobs don’t stop at crime and action movies. With a world of genres to tap into, this campaign has endless possibilities. From HGTV home makeovers to the raunchiest romcoms, there’s always a job for Hefty. By positioning Hefty as the ultimate partner in every 'dirty job,' this campaign is built to endure—cutting across genres and speaking to audiences of all tastes and interests.