Why is this work relevant for Brand Experience & Activation?

The plastic wastes from beaches across Thailand have been gathered in order to make the limited-edition surfboards, which each surfboard is made from plastic wastes from selected beach. Consumers/participants were involved in the process of collecting plastic wastes which gives significant awareness and experience of how severe the environmental issue is.

Background

There are plenty of CSR campaigns that have been raising awareness of plastic wastes in Thailand. This campaign brief is also to raise the awareness among mass consumers. In order to differentiate from the others, the campaign is then developed to both serves the main objective and also lifts up brand image of Quiksilver. The brand’s well-known expertise on making surfboard is turned into the CSR campaign to portray the seriousness of the matter in different yet interesting angles.

Describe the creative idea (20% of vote)

‘SAVEBOARD PROJECT’ is created with the idea of turning plastic wastes from beaches across Thailand in to limited edition surfboards. Moreover, ‘SAVEBOARD PROJECT’ is to raise awareness on how serious the plastic wastes are and to raise funds for maritime organisations and local marine life foundations.

Describe the strategy (20% of vote)

Quiksilver is the surfing brand that has been gathering surfers as the community for decades. The ocean is essential for them as it is heart of surfing. We truly understand this relationship so we want to make the most out of it not just to save surfers’ heart but also create something good for the society as the ocean matters to all of us. We then utilized our expertise and fame in making surfboard to be the highlight strategy for the campaign.

Describe the execution (30% of vote)

The plastic wastes from beaches across Thailand have been gathered in order to make the limited-edition surfboards, which each surfboard is made from plastic wastes from selected beach by expertise from Quiksilver. This created unique story for each board to attract consumers. All limited-edition surfboards were sold out online. A portion of the proceeds has been shared to support the local marine life foundation.

List the results (30% of vote)

After ‘SAVEBOARD PROJECT’ is publicized, both government and private sectors have grabbed attention on the plastic waste issues.. •The government launched the campaign educating the seriousness of plastic wastes and asking people to reduce the usage of plastic •The private sectors have stopped giving plastic but cloth bags instead •The amount of plastic wastes have been less found at beaches as the people and vendors started to reduce using unnecessary plastic related-materials

Please tell us how disruption in your market place inspired the work

Quiksilver as the ocean related brand realized how serious environmental issue is and wanted to be the part to help raising the awareness by turning wastes into something useful and can relate back to the brand. ‘SAVEBOARD PROJECT’ is then created. The plastic wastes from famous beaches across Thailand are collected and turned into limited edition surfboards. The approach of turning waste to practical surfboard has never been done by any other brands. After the campaign launch, the awareness of plastic waste matters has been lifting up by local communities, influencers & presses. As the results, Limited Edition Saveboards were all sold out and a portion of the proceeds has been shared to support the local marine life foundation. Moreover, government has launched more campaigns on the matter, private sectors have stopped giving out plastic bags and plastic wastes have been less found at the beaches across Thailand.