PLASTIC BAGS MONSTER

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

OBJECTIVE Roots and Shoots, an international organization that believes education for environmental issues should start young, was looking for a dramatic way to communicate the dire consequences of plastic waste to students. We let the students themselves get involved. We first motivated them to collect waste plastic bags, and then showed them the dramatic quantity of these bags by making a 3-storey high monster out of them. All these are to add to the impact of the installation.

Describe how the promotion developed from concept to implementation

A giant inflatable was custom-built to form the inner frame for the Monster. Plastic bags were then collected and hand-pasted on the surface of the Monster. With each installation the bags were re-pasted again. The Monster is transported, deflated, to the location of each show. An electric fan set-up is used to inflate the Monster on each location.

Describe the success of the promotion with both client and consumer including some quantifiable results

Instant reaction at the site. Large amounts of environmental protection literature distributed. Student interest peaked after events.

Explain why the method of promotion was most relevant to the product or service

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.