The Campaign

We created a vegetable growing kit, ?Vegeloop? that grows fresh veggies from trashed veggies. First,we worked with farmers to collect trashed veggies and made compost by Panasonic Composter. The compost was wrapped up with fresh vegetable seeds in a piece of water-soluble paper printed with ecological soy-ink. Each package is designed to look like a trashed vegetable. To start cultivation, water Vegeloop and it dissolves into soil. The same veggies as the trashed veggies will grow. By changing trash veggies' destiny, our ultimate goal for the project was to create an opportunity to give a society to think about sustainable foods chain that will be important subject to discuss for our future.

Creative Execution

We designed a growing kit, logo, and tag under a theme of ?Vegeloop? •Kit: Water-soluble package printed with eco-friendly soy ink. Inspired from Japanese traditional and eco-friendly craft, Origami, we created our own way of wrapping a paper and hand-wrapped one by one. Wrinkled texture replicates damage of veggies. 15 types. •Logo: Developed special recycle mark for veggies. "Trash to fresh" expresses the concept. •Tag: Made with eco-friendly material and can be used as name tag by pinning into soil. Vegeloop was distributed at the moment of purchasing vegetable such as vegetable shops and markets.The consumers can donate their willing amount for farmers. In addition, it was also used as an educational tool by collaborating with a nursery school that has 100 sister-schools. The kids made composts by themselves and created their own kits. They learned the importance of recycling and issue of trashed veggies through cultivation experience.

Indication of how successful the outcome was in the market

Created a branding story of "birth a new life" instead of promoting a home composter. It generated an image of sustainable brand that cares about food life. It represents a corporate slogan of Panasonic, ?A Better Life, A Better World?. Also it was used as a tool for educational program by the school that covers countrywide. Vegeloop attracted significant attention across TV and the internet and received a lot of positive feedback. It created awareness around trashed veggies and planted the seed of recycling in people's minds. •Total Media Exposure: More than $1,000,000 •Event Attendees: More than 10,000 people

The project core is unique cultivation experience that relates to social issues and spread the related news around it. We actively set up touch-points for families with eco-friendly minds and created a fun moment of education about trashed veggies connecting to their daily lives. The project expressed a corporate attitude of Panasonic toward sustainable food life and generated understanding of composting technology and empathy for the topic.