PLASTIC SALT

TitlePLASTIC SALT
BrandGREEN IS THE NEW BLACK
Product / ServiceNON-PROFIT
CategoryA10. Not-for-profit / Charity / Government
EntrantDENTSU SINGAPORE, SINGAPORE
Idea Creation DENTSU SINGAPORE, SINGAPORE

Credits

Name Company Position
Ted Lim Dentsu Singapore Chief Creative Officer
Andy Greenaway Dentsu Singapore Executive Creative Director
Mark Ringer Dentsu Singapore Creative Director
Trevor Lim Dentsu Singapore Head of Art
Trevor Lim Dentsu Singapore Head of Art
Guilet James Libby Dentsu Singapore Senior Copywriter
Jenn Perng Chong Dentsu Singapore Senior Art Director
Chloe Rees Dentsu Aegis Network Partnerships Director & Social Impact Lead
Shivendra Dikshit Dentsu Singapore Planner
Martin Ong Dentsu Singapore Account Director
Steve K K QwikFab 3D printer
Pervyn Lim The Momentum Video Production
Jeremy Wong Nemesis Pictures Photographer
Ann Seow Miracle Factory Retoucher

Why is this work relevant for Direct?

Direct marketing necessitates creating solutions that reach people where the problem exists. With salt being a part of daily life, it became essential to catch people’s attention where they would consume it out of home – restaurants. This worked both ways, in realizing the problem as well getting inspired to play a role in reducing the plastic footprint. With all the social media and digital noise in people’s lives, we wanted to cut through to dramatize the situation and for Green Is The New Black to play a role to inspire people to not accept single use plastic.

Background

Situation Research shows that 90% of the world’s salt contains microplastic. This is a highly alarming fact that people don’t know much about. The density of microplastics found in salt varied dramatically among different brands, but those from Asian brands are especially high. Green Is The New Black is a non-profit organization on a mission to wake people up and empower them to take positive action so that we can leave the world in a better place than how they found it. They wanted to raise awareness around this alarming issue and inspire positive action. Brief Dramatize the presence of microplastics in salt to raise awareness around the issue. Objectives Raise awareness around the alarming presence of microplastics in salt. Inspire positive action to refuse single use plastic.

Describe the creative idea (30% of vote)

To dramatise the fact 90% of the world's salt contains microplastics, we took recycled plastic and turned it into 3d-printed miniatures that looked just like salt. We placed the objects into salt grinders and distributed them to restaurants around the city to make people realise that microplastics are in their salt. A QR code helped show people different ways they can refuse plastic.

Describe the strategy (20% of vote)

Data gathering We looked at research done by Greenpeace East Asia and South Korea’s Incheon National University. Target audience Our target audience includes everyone since salt is such a big part of everybody’s life. However, to increase the effectiveness and amplification, we chose to focus on Millennials since they actively visit restaurants and share experiences on social media. Approach Thanks to social media and news feeds, people are bombarded with shocking facts and horrific truths every day. We did not want to be a part of that noise and be reduced to just another fact, rather cut through it and reach people directly. We decided to surprise people where they would usually pick up a salt grinder out of home – restaurants. Through our CTA, we wanted to encourage people to actively refuse single use plastic items. This informed our CTA - Learn how to refuse single-use plastic at GREENISTHENEWBLACK.COM/PLASTICSALT

Describe the execution (20% of vote)

The campaign lasted for 1 month and we created 10 salt grinders that we placed at restaurants across Singapore. HRVST VEGAN BURG KITCHEN BY FOOD REBEL OTTO BLUE LOTUS TAKADA URBAN FAIRWAYS URBAN BITES

List the results (30% of vote)

Green Is The New Black had +380% in website visits. 5.5million dollars worth of media earned in 3 days. Most Importantly, people in Singapore took notice of the microplastics issue and Green is The New Black had a solution to the problem waiting on their website.