PLASTIC BAGS MONSTER

TitlePLASTIC BAGS MONSTER
BrandROOTS AND SHOOTS SHANGHAI
Product / ServiceENVIRONMENT PROTECTION
CategoryB04. Public Service, Charity & Fund Raising
EntrantBATES 141 SHANGHAI, CHINA
Entrant Company:BATES 141 SHANGHAI, CHINA
DM/Advertising Agency:BATES 141 SHANGHAI, CHINA

Credits

Name Company Position
Antonius Chen Bates141 Shanghai Creative Partner
Kenny Choo Bates141 Shanghai Executive Creative Director
James Lee Bates141 Shanghai Creative Director
Elva Yue Bates141 Shanghai Creative Director
Tang XingXing Bates141 Shanghai Copywriter
Deng JunHui Bates141 Shanghai Art Director
Lin YuXi Bates141 Shanghai Art Director
Mark Ma Bates141 Shanghai Art Director
Jojo Zhou Bates141 Shanghai Art Director
Vivien Shen Bates141 Shanghai Art Director
Ellen Chou Bates141 Shanghai Account Director
Kerry Cheung Photographer
Yen Photographer

The Brief

The Objective: Founded by renowned primatologist and environmentalist Dr. Jane Goodall, Roots and Shoots is an international organization that believes education for environmental issues should start young. Students are hard to impress when it comes to environmental issues: they've heard of it all before. The organization is looking for a dramatic way to communicate the dire consequences of plastic waste to students.

Creative Execution

It is most relevant because it puts the quantity of plastic bag waste into a very personal perspective. The students could see firsthand how many bags there are just from a few days of collections, and project that into a citywide/countrywide scale in their minds. The visual drama and impact was designed specially to capture the attention of students. It is appropriate for the brand because the drama of it makes the students feel that the brand is communicating to them in their tone of voice.

Describe the creative solution to the brief/objective.

Solution: We decided to let the students themselves get involved. Large bins were set up in schools, asking kids to donate used plastic bags. The bags were then used to build a gigantic 3-storey high inflatable monster, displayed in schools and other public areas, with the message: “Waste plastic bags and they’ll come back to haunt you.” The visual drama was meant to capture the fickle attention of school students. It puts the quantity of plastic bag waste into a very personal perspective. The students could see firsthand how many bags there are just from a few days of collections.

Results

Shock, amazement from the audience on site each time. Large amounts of environmental literature distributed. High intention of interest on environmentalism after each event. Press coverage on major events.