California Coastal Commission's 'Trashure Hunt' Supercharges Coastal Cleanup Day

The California Coastal Commission has partnered with Barrett Hofherr to transform its long-running Coastal Cleanup Day into a state-wide treasure hunt. Branded the 'The World’s First Trashure Hunt,' the 2025 activation will turn September 20th into a single-day event, where picking up litter could unlock prizes ranging from e-bikes and resort getaways to tickets for the Golden State Warriors, San Francisco Giants, and Monterey Bay Aquarium.

The initiative builds on a four-decade tradition: Coastal Cleanup Day already mobilises more than 74,000 volunteers annually and has cleared millions of pounds of waste from beaches, rivers, and neighbourhoods. With Trashure Hunt, the Commission is aiming for a 20–30% boost in turnout by layering play and surprise into the experience.

“We’re turning participation into play,” said a campaign spokesperson. “It’s about surprise, delight, and real environmental impact. Cleanup becomes a little more joyful and a lot more powerful.”

The creative identity, developed by Barrett Hofherr’s design team with illustration studio MUTI, embraces a vibrant, California-inspired look. Posters, postcards, t-shirts, wild postings, and social activations carry a sprawling illustrated landscape dotted with Easter eggs: quirky items unearthed in past cleanups, local landmarks, and this year’s marquee prizes. The visual system ties the campaign together across earned media, local outreach, and onsite event gear, creating a cohesive state-wide presence from June through September.

Now in its third consecutive year working with the commission, Barrett Hofherr leaned on bold illustration and a playful twist on environmental stewardship to broaden appeal. As thousands of Californians gear up for the September 20 event, the commission hopes participants will leave with more than sandy shoes and good karma, perhaps also with a prize chest in hand.