The campaign builds on the "eye" work, created by Chick Smith last year, and encourages recycling by dramatising the energy-saving benefits of recycling.
The first execution "can" shows a soft drink can with the spout replaced to be a plug socket announcing that every can recycled saves enough energy to power a TV for three hours. Similarly "bottle" shows an empty water bottle with a bulb filament inside that reads "every plastic bottle you recycle saves enough energy to power a light bulb for 6 hours".
The final execution "toaster" depicts a toast-rack holding toast shaped newspaper and confirms that every recycled newspaper saves enough energy to make at least 20 slices of toast.
Recycle Western Riverside is a five-year initiative run by Waste Watch within the London Boroughs of Hammersmith and Fulham, Lambeth, Wandsworth and the Royal Borough of Kensington and Chelsea. The campaign aims to increase recycling, reduce the amount of rubbish produced and encourage the purchase of recycled products. Waste Watch delivers all communication and community education activities. The campaign is funded by Cory Environmental through the Landfill Tax Credit Scheme.
Sam Jarvis, head of communications at Waste Watch, said: "Raising public awareness of the environmental benefits of recycling is one of our key objectives. The strong imagery in this campaign clearly shows people that just by recycling every day items they have the power to save energy and protect the environment."
Media spend on the campaign is estimated at £500,000. It was written by Rob DeCleyn and art directed by Simone Micheli. It rolls out on Friday and will run until June in London in a variety of outdoor media and in London press.
Nick Simons, managing director of Chick Smith Trott, said: "It's not often any of us have the opportunity to improve the environment we all live and work in. To do so in such interesting and provocative ways is a bonus."
The previous "eye" execution was a finalist in the 2006 ±±¾©Èü³µpk10 Porter Awards for Best Not For Profit/Charities Poster category.