Background

Korean consumers, after having experienced a severe garbage problem in 2018, became more aware of recycling and reducing their disposable plastic usage. Banana-Flavored Milk, as the most popular dairy brand in Korea, decided to execute a unique campaign to address this issue. We set out to explore different sustainability issues, and came upon one that was directly in tie with the Brand itself as well. The issue was that whilst Korea is rated second in the world for their diligence in recycling, 79% of the recyclables collected are in fact not recyclable. The primary reason being the food residue left on the containers, unwashed. We set out to resolve this simple, yet important issue, armed with a budget of 178M dollars, hoping to raise awareness of at least 3M people.

Describe the creative idea (40% of vote)

In order to spread awareness on the issue of washing before recycling, we designed a brand item. It was the “Milk Bottle Washing Machine”, designed to wash the empty bottles of Banana-Flavored Milk. After having created the Washing Machine, we then focused on creating a multi-faceted campaign that revolves around our creation. The “Coin Laundry” pop-up store, for one, was a space that allowed consumers to experience using the machine and enjoy the laundromat-like experience. “Hand Wash Challenge” was another that encouraged participation at home, with a social network twist. Our campaigns were bound together by the theme of “laundry”, which we believed conveyed a fun overtone on an otherwise serious matter.

Describe the execution (40% of vote)

The most important aspect that was taken into consideration in designing the Washing Machine was its propensity to attract the MZ generation. As the first means to this aspect, we designed the door and inner materials to most closely resemble a laundry washing machine, as to entice the targets and have a fun, interactive facade. Second part was designing an “Instagrammable” exterior. For this purpose, we chose a bright, eye-catching yellow, with rounded edges. The size was carefully considered, with the height standing at 150 cm, an optimal size for taking selfies with. The 991 m2 space chosen for as our “Coin Laundry” site was decorated with various plants as well, to convey an environmentally-friendly tone & manner, and to encourage taking selfies in. The fabric used for all printed material was 100% reusable as well, for the same reason.

List the results (20% of vote)

After two months of the campaign, a survey showed that 71% of age 10-20 group responded that plastic must be washed before recycling, as opposed to 61% pre-campaign. 51% responded that they engage in the practice, up from previous 44%. Banana-flavored Milk’s reputation as a company that exercises corporate social responsibility was fortified, and this campaign was overall perceived as an exemplary case for environmentally-conscious brand activism. Total view count of campaign film - 28,611,232 Total visits to campaign website - 274,507 Hashtag usage count - 3,326 Pop-up location visitor count - 11,548