Background

Situation: Over 90% of table salt used globally are found to contain microplastic, a new Greenpeace study found. Brief: Green is the New Black wanted to raise awareness that microplastic is in the salt we are consuming everyday and get people to take action against single-use plastic. Objective: Dramatise the fact that we are consuming microplastic every-time we use salt and show people what they can do to help reduce the amount of single-use plastic ending up in our salt. Budget: SGD 5,000 Project Scale and Volume: Salt grinders containing the 3D-printed miniature plastic items were distributed nationwide in restaurants and cafes across Singapore.

Describe the creative idea (40% of vote)

Brand Relevance: Green is the New Black is on a mission to make conscious living the new norm and to become the number one place for sustainable brands in Asia. So on World Earth Day, they wanted to do something distinctive that would capture attention of Singaporeans around the region. We took recycled plastic and turned it into 3D-printed miniatures that looked just like salt. On World Earth Day, we placed our “plastic salt” grinders at restaurants and cafes across Singapore. Once people realised their salt was actually plastic, a QR code at the bottom of the grinder directed them to Greenisthenewblack.com/plasticsalt to see all the items that had been 3D-printed and how to take action against single-use plastic. Target Audience: 1 in 4 Singaporeans dine out everyday. So we wanted to reach anyone who was dining out.

Describe the execution (40% of vote)

Design elements and their integration: We 3D-printed miniature everyday single-use plastic items to mimic the likeliness of coarse salt and placed them in salt grinders. Design touchpoints: Salt grinders are a commonly used item in restaurants. We hijacked these salt grinders and filled them with miniature 3D-printed daily single-use plastic items to get people to notice our message together with a QR code that showed them how to reduce their plastic wastage. Materials, Style elements, design choices: Using recycled plastic, we created 3D-printed miniature everyday single-use plastic items that mimic the likeliness of salt. Once people realised the grinder doesn't actually work they noticed the 3D-printed items and our message . Design development and process: We engaged a 3D printing studio to design and create each mini 3D printed item. Campaign elements: Instagram, Facebook and youtube video launched with support of social influencers. Scale: Displayed in 10 restaurants and cafes.

List the results (20% of vote)

Value added to the brand: Plastic Salt has become one of the Green is the New Black's most popular video posts to date with no media support. They received a mention in the Straits Times, New Paper, Business Times, South China Morning Posts, Adage India and more PR from around the Market all for Free. They also had an increase of nearly +600% of website visits. Value for consumer: Consumers are more aware and society as a whole is realising the impact single-use plastic has on our lives each day.