Why is this work relevant for Entertainment?

The short film is part of a campaign to inspire people to adopt the habit of waste sorting. The story is based on an insight that general public can relate to and uses an entertaining, good-humored tone to stimulate interest and boost awareness on the problem that may seem impersonal but in fact deeply concerns everyone.

Background

Situation: In Thailand, a large amount of trash finds its way into the ocean. Among the causes is the absence of waste sorting. Recyclable waste gets mixed with non-recyclable food waste and other kinds of trash, thus the recycling system is lacking or inefficient. Brief: Coca-Cola products are among the waste that find its way into the ocean. The brand aims to recycle 100% of its packages released to the market by 2030. To achieve that, the brand wants to inspire Thai people to adopt the habit of waste sorting. Objectives: To make Thai people aware that ocean waste comes from household waste. To inform that one of the solutions is waste sorting, and a simple way to start is to separate food scraps from other wastes. This will help reduce the amount of waste in waterways.

Describe the creative idea

The narrative begins with Aey, a young woman who wishes to forget the painful memory of her ex-boyfriend. Aey throws away all the objects that her boyfriend gave her into a trash can. But instead of sorting her waste first, Aey dumps her sentimental objects into the can along with dirty food scraps, thus the objects are unable to be recycled. The discarded objects – now worthless, filthy trash – make their way into the ocean, harming marine wildlife and finally returning to haunt Aey in the end. Aey learns that waste sorting – separating food scraps from other wastes – will make sure that she can have a clean slate in life and in the environment. The slogan “Second Bin, Second Life” applies to the trash as well as her own life.

Describe the strategy

We visualize the problem through the journey of trash. The narrative is informative and entertaining as we show how trash from a home is transported to garbage trucks, to landfills, and dumped into waterways and the ocean, and how it jeopardizes the life of marine creatures. The storytelling is easy to understand, engaging and good-humored, as the viewers follows the story and finally are convinced that everyone is part of the problem and that through waste-sorting habit, the situation can be improved.

Describe the execution

The 8-minute short film that features household wastes as characters who can think, talk and feel. We take a journey with them from the first day they’ve been dumped. The viewers will want to know the fate of these wastes and share their feelings of sadness and hope.

Describe the outcome

5M. views 74.7 likes 12.7k shares Schools, organizations and institutes pick up this short film and use it to explain the problem of waste and to educate people on the benefit of waste sorting. Thai people who are not aware of the magnitude of this environmental problem will become more conscious of their action and want to change their behavior.