The Recyclosaur, Presented by GFL Environmental & the Toronto Raptors

ABOUT THIS ENTRY

To mark the Toronto Raptors’ 30th Anniversary, GFL Environmental partnered with the team to create The Recyclosaur. A life‑sized sculpture made entirely from recycled materials, transforming an often invisible sustainability effort into a bold, city‑wide cultural moment that engaged fans, inspired action, and elevated brand purpose.

How does this represent "Excellence in Engagement"?

The Recyclosaur sets a new benchmark for engagement by proving that purpose‑led storytelling is most effective when it is experienced, not explained. Rather than relying on abstract sustainability claims, GFL made its environmental impact visible, tangible, and emotionally resonant through a bold physical symbol that fans could encounter in real life and across digital platforms.

Fans were invited to discover, interact with, and share the story. Whether encountering the sculpture in the city, engaging through AR, or consuming social content that blended art, sport, and education. By aligning the activation with the Raptors’ 30th Anniversary, the work tapped into an existing cultural moment and elevated it with meaning beyond the game.

This campaign demonstrates how brands can use sport as a platform to inspire awareness, participation, and belief. Turning invisible efforts into shared experiences that move fans from passive observers to engaged advocates.

Objective

GFL set out to increase awareness and understanding of its sustainability efforts while deepening community engagement with Raptors fans and the city of Toronto. Despite managing the collection of over three million pounds of recyclable material annually at Scotiabank Arena, GFL’s impact was largely unseen and under‑celebrated.

The objective was to make sustainability feel tangible, meaningful, and worthy of attention; especially during a milestone moment like the Raptors’ 30th Anniversary. From a brand perspective, GFL aimed to reinforce its role as an environmental leader committed to making positive impact accessible to all. From a fan perspective, the goal was to shift perceptions around recycling from something that feels small and invisible to something powerful, creative, and collective.

Success was defined by increased campaign awareness, stronger brand perception tied to environmental leadership, and meaningful engagement across live, digital, and experiential touchpoints.

Strategy & Execution

The strategy was to turn sustainability into a spectacle fans could not ignore. Rather than relying on traditional messaging, GFL and the Raptors created a physical, awe‑inspiring symbol of environmental impact that lived at the intersection of art, sport, and community.

At the center was The Recyclosaur,a life‑sized velociraptor sculpture constructed entirely from upcycled and recycled materials. The sculpture launched through a tease‑and‑reveal social campaign designed to build intrigue and conversation, followed by a live unveiling timed to a Raptors home game and integrated into the team’s 30th Anniversary celebrations.

The Recyclosaur then evolved beyond a single moment into a multi‑phase platform. A mobile display tour brought the sculpture to high‑traffic cultural and community locations across Toronto, including Scotiabank Arena and the Royal Ontario Museum. Digital storytelling extended the experience through behind‑the‑scenes content, artist features, and player reactions, while a custom AR experience in the Raptors app invited fans to interact, learn, and participate.

By blending physical installation, education, and digital engagement, GFL maximized its sponsorship investment and turned sustainability into an experience fans could see, share, and feel.

Organizations

• GFL

• Toronto Raptors (MLSE)
• Oakview Group
• Junko

Links

•   Website

Featured

• Danny Green

• Matt Bonner
• Junko

Credits

Jordan Vader
Senior Vice President, Global Partnerships
Maple Leaf Sports & Entertainment

Chris Mamone
Account Manager, Global Partnerships
Maple Leaf Sports & Entertainment

Nicholas Ardito
Strategist, Commercial Strategy
Maple Leaf Sports & Entertainment

Paul Matthews
Creative Director
Maple Leaf Sports & Entertainment

Sameer Nasrawi
Associate Creative Director
Maple Leaf Sports & Entertainment

Gustavo Toledo
Manager, Client Services
Maple Leaf Sports & Entertainment

Angela Su
Senior Producer
Maple Leaf Sports & Entertainment

Hania Elakawy
Producer
Maple Leaf Sports & Entertainment

Nicky Woodcock
Copywriter
Maple Leaf Sports & Entertainment

Karen Ganeshwarran
Art Director
Maple Leaf Sports & Entertainment

Rebeca Ramirez
Manager, Media Integrations
Maple Leaf Sports & Entertainment

Erin Mullaly
Senior Manager, Event Operations
Maple Leaf Sports & Entertainment

Geoff Allen
Events Manager
Maple Leaf Sports & Entertainment

Rebecca Michael
Manager, Commercial Marketing
Maple Leaf Sports & Entertainment

Mike Ferriman
Director, Event Presentation, EXT
Maple Leaf Sports & Entertainment

Lida Qanun
Event Presentation Specialist, EXT
Maple Leaf Sports & Entertainment

Eilish Callaghan
EXT, Strategy and Growth Specialist
Maple Leaf Sports & Entertainment

Tyler Goodridge
Specialist, EXT
Maple Leaf Sports & Entertainment

Nic Bradford
Manager, Digital Experience
Maple Leaf Sports & Entertainment

Goodness Osih
Digital Coordinator
Maple Leaf Sports & Entertainment

Dana Khan
Intermediate Designer
Maple Leaf Sports & Entertainment

Leonille Lavador
Web Developer
Maple Leaf Sports & Entertainment

Annie Duong
Digital Platform Coordinator
Maple Leaf Sports & Entertainment

JUNKO Playtime
Artist
JUNKO

Brianne Mahon
Community Relations Director
GFL Enviornmental

Connor Karaim
Senior Manager, Partnerships
Oak View Group (OVG)

Josh Epstein
Senior Vice President, Partnerships
Oakview Group

Jenna Furigay
QA & Platform Specialist
Maple Leaf Sports & Entertainment

Areeka Akram
Specialist, EXT
Maple Leaf Sports & Entertainment

Jordan Morris
Strategist, Media Integrations
Maple Leaf Sports & Entertainment