United had a bold, possibly crazy answer to the question of who should lead the “garbage is good” conversation. How about a nostalgic reminder from our childhood who can make the complex simple and put us all in instant learn mode? The company made a strategic hire.Introducing United’s first ever Chief Trash Officer: Oscar the Grouch. An irrefutable expert on trash, Oscar the Grouch would prove to be the ideal spokesperson to help share United’s view that fuel made from garbage, and other wastes, is the future of decarbonizing air travel. Since Oscar is uniquely qualified to help explain why trash could be the treasure that fuels the jets of the future, he was the natural (albeit, tongue-in-cheek) choice to become the first-ever “executive” hire dedicated to finding the good in garbage.With education in mind, United created a multi-pronged creative campaign centered on the globally recognized Sesame Street character and influencer Oscar the Grouch. Using a puppet who personifies the core of the campaign-that trash is good-was the first step in getting people to care about a complex topic and how it can solve a global issue.In addition to Oscar, Gen Z influencer "Corporate Natalie" was also tapped to getthe word out to her 1.57M+ followers across TikTok and Instagram via a funny video