The spot aims to improve London's recycling performance by highlighting that every borough can now recycle more types of paper, glass and cans.
Alasdair catches the bin sniffing at the recycling box in the kitchen in an attempt to eat its contents. "Oh Alasdair, I just had to have a can," the bin says. "No bin" Alasdair replies.
But the bin continues to plead with his flatmate: "I'm so weak, Alasdair, I'm practically wasting away." Alasdair remains strong in the face of Bin's feeble pleas, eventually shoving him in the garbage can.
A voiceover ends the ad by explaining "Around ?two-thirds of what we feed our bin could be recycled, Starve your bin."
Recycle for London
Jayne Whitton, head of marketing; Jason Cross, senior marketing manager, GLA
Digital mobile agency
Mark Aarons, ?TVC Soho
TV, posters, press, digital advertising, gaming
This article was first published on Campaign