Greencard Creative Case study ORIGOMU by GREENCARD CREATIVE

ORIGOMU

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Case study
Market United States
Agency GREENCARD CREATIVE
Creative Director John Jairo Castrillon
Photographer Tomas Reyes
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: GREENCARD CREATIVE
Product/Service: SOCIAL AND ENVIRONMENTAL PLATFORM
Agency: GREENCARD CREATIVE
Date of First Appearance: Mar 10 2010
Entry URL: http://origomu.com/
CEO: Tatiana Pages (Greencard Creative)
Creative Director: John Castrillon (Greencard Creative)
Art Director/Designer: Maureen Gannon (Greencard Creative)
Innovations Director: Alina Diaz (Greencard Creative)
Web Designer Director: Tomas Pichardo (Greencard Creative)
Photographer: Tomas Reyes (Tomas Reyes Photography)
Graphic/Video designer: Eduardo Meza (Greencard Creative)
Editorial Photography: Arnaldo Vargas (ArnaldoStudio.com)
Stylist: Laura Pou (ArnaldoStudio.com)
Media placement: Direct Mail 1 And 2 - Corporations, Educational Organizations, Fashion And Environmental Magazines, Media, Board Of Educat - April/may, 2010
Media placement: Website 1 And 2 - Web - March 2010 To Date
Media placement: Press Release - Media, Public Schools, Mailing List - March 15, 2010
Media placement: AP Interview / Print/Online - Diario Libre, El Mercurio, El Heraldo, Listin Diario, El Periodico, Yahoo Noticias, Vox Noticias, - May/April 18, 2010
Media placement: AP Interview/Print/Online - La Opinion, ABC Spain, Univision.com - May/April 18, 2010
Media placement: Personal Interviews/print/radio - Estilo Joyero, Refugios, Chopsticks NY, Herald Tribune, Factoria, - October-December 2011
Media placement: Eco-Fashion Going Green/Print - Vogue Daily, Sundance Channel, Encore Magazine, AOL News - MAy 2010
Media placement: Blogs/Online Content - Klimt 02, OtroDiseño, Bjewels Blog, Alchimia School Blog, Little Sister Designs - May 2010 - January 2011
Media placement: Blogs /Online Content - Walking The Grey Area Blog, Kimono - May 2010-January 2011

Describe the campaign/entry
Over 46,000 pieces of plastic litter are floating on every square mile of our oceans. Millions of sea birds die every year entangled in plastic six-pack rings. We need to go beyond environmental awareness.

To inspire people to act and keep plastic off our shores, we created Origomu (Japanese for 'bending rubber,' capitalizing on the knowledge of "origami"). Rooted in the power of design, Origomu is a movement that encourages people to transform waste into beautiful pieces of artwear, using plastic six-pack rings as chief material. We used models as birds wearing Origomu necklaces emphasizing the neck as the birds' most vulnerable part. Awareness, art and fashion combined to promote a greater sense of stewardship towards our planet.

Origomu is about community participation (collecting rings at schools, bodegas, vending machines, craigslist), education (books, websites, workshops), design (art schools, museums, online contests), sustainability (environmental organizations) and community outreach (low-income business model).

Describe how the campaign/entry was launched across each channel in the order of implementation
Using the design community as a launching pad spread the movement and gave Origomu the credentials of a design breakthrough: it became part of the Eco-Fashion exhibit at the FIT Museum and the Cirque Du Soleil Ecological Tent in Montreal. An online contest partnering with international online design communities invited people to create their own designs and propelled Origomu globally.

To reach people beyond designers and teach the technique, workshops, exhibits, manuals, catalogues, the website and direct mail pieces were implemented in the US and Latin America at public schools, correctional facilities, museums, and community centers. Catalogues were sent to corporations, fashion and environmental media, art institutions and museums making Origomu part of the Visual Arts Program of The NYC Department of Education.

Moreover, Origomu has become a business model for low-income women teaching them how to use waste as raw material - making a profit while helping the planet.

Give some idea of how successful this campaign/entry was with both client and consumer
The concern for our planet and the impact of Origomu was felt:
- From one designer to 305 designers.
- 500 Origomu designs from 25 countries.
- More than 180,000 plastic six-pack rings collected and reused.
- More than 50,000 people involved in the Origomu project through workshops, the website, direct mail, exhibits, and events around the world.
- 20 million digital and print media impressions.
- Origomu has become part of the environmental community.

And finally, community organizations in Ecuador and the Dominican Republic are working to implement Origomu as a business model for low-income women.

Origomu has not only inspired people to recycle but is also changing the way people look at recycling.