The Brief

SHK East Point City wanted to educate its consumers on its environmentally-friendly philosophy, especially during the Chinese New Year season, when wastage is at an all-time high.

Creative Execution

By creating The Instant Newspaper Recycler, the strength of the creativity is in how a silk-screen technique can totally transform people's perceptions of old newspaper as useless and junk into something useful and beautiful. We also made recycling simple and fun and into an activity that people enjoy doing. It helped to reinforce SHK East Point City's own eco-friendly philosophy to consumers.

Describe the creative solution to the brief/objective.

The Instant Newspaper Recycler was a fun new way to bring the joy of recycling to people. A human-powered machine that instantly silk-screened prosperous red prints over newspaper on the spot, it allowed people to see a creative new use for their old newspapers, and at the same time, let them experience how easy being green could be. It showcased SHK East Point City’s commitment to environmental issues, and helped spread the message not only to the people there, but in the gifts that they wrapped and passed on during the New Year celebrations.

Results

The event was covered in over 70 publications, with an estimated average of HK$1.5 million of free media, and over 3,000,000 page views. On the event day, foot traffic to the mall had increased by 35%, with 3600 wrapping papers handed out to families both young and old. Over 90% of the consumers surveyed said they would continue to be more environmentally-conscious and expressed positive support of SHK East Point City.