Title | PLASTIC BAGS MONSTER |
Brand | ROOTS AND SHOOTS SHANGHAI |
Product / Service | ENVIRONMENT PROTECTION |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | BATES 141 SHANGHAI, CHINA |
Entrant Company: | BATES 141 SHANGHAI, CHINA |
DM/Advertising Agency: | BATES 141 SHANGHAI, CHINA |
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 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.
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.
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.
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.