A quirky creative strategist who has full of insights & world experience
A quirky creative strategist who has full of insights & world experience
AWARDS
London International Award Design, Eco-design Bronze, ADFEST Bronze
MY ROLE
Creative Consultant
CHALLENGE
The Japanese agency was asked to create the contents that fit into international movements of sustainability and win international advertising awards.
MY WORK
Since Japanese culture develops inside of the island, the culture develops a unique and Japanese way. It says that sometimes it contributes to creating interesting advertising. Sometimes it creates the contents only work in Japanese culture. To fill in and adjust the context and intentions from Japanese creatives, I advise from the concept ideation phase to consult naming, storytelling and promotional contexts to make them more attractive and understandable for a global audience.
STORY
Due to an increase in extreme weather, Japan has 40% of wasted vegetables out of all the harvest and it is a serious issue. We were inspired by the Japanese traditional culture concept "Mottainai" and interpreted it as minimizing the waste and find a solution to turn the waste into something meaningful.
We make the compost from wasted vegetables with a composter and wrap it up with its own seed. So each package is created from each wasted vegetable. The user plants it to the soil and water it. It quickly dissolves, it’s eco-friendly Soyinka and paper, and the vegetable grows from it.
Vegeloop could decrease the number of wasted vegetables by converting it to compost and also be used as an educational tool for kids to learn about agriculture, waste and extreme weather.
The growing kit is very easy to use and it's for all people who are interested to grow vegetable at home to someone who has shared the garden.
We provided Vegeloop at the farmer's market to fundraise a donation. The amount is still small but it is improving the awareness of wasted vegetables. Also, it makes whole agriculture close to the consumers.
Legally we are not able to import compost to the other countries. However, we could export the concept and package. Also, the composter by Panasonic is for home-use. So basically everyone can make their own Vegeloop. We hope this project would expand globally in the future.