MOPI SCHOOL Design & Branding TRASH EATERS by Dialogo Design

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Industry Education
Media Design & Branding
Market Brazil
Agency Dialogo Design
Designer Daniel Medeiros
Released August 2011

Credits & Description

Category: Promotional Item Design
Advertiser: MOPI
Product/Service: TRASH EATERS
Creative Director/Designer: Ricardo Saint-Clair (Dialogo Design)
Creative Director/Designer: Rodrigo Westin (Dialogo Design)
Designer: Daniel Medeiros (Dialogo Design)
Media placement: Trash Bins - Shopping Malls - 07-21-2011

Describe the brief from the client
Mopi is a Brazilian private school with a contemporary approach to education. In the last 10 years, sustainability, social inclusion, and innovation have been taught alongside traditional disciplines, like math, biology and foreign languages.

Describe the challenges and key objectives
Without a budget to communicate via mass media, we needed to reach parents with young children living in the surrounding community. Shopping malls with child activities were the best cost-effective option.

Describe how you arrived at the final design
We developed unique trash bins, representing 4 characters (glass-eater, paper-eater, metal-eater and plastic-eater), each one educating on material recycling facts and processes. In order to be truly sustainable, we designed the creatures based on the existing trash containers in use
by the malls, re-using the same moulds, adding fewer material as possible, and applying 35% of recycled fibre glass.

Give some indication of how successful the outcome was in the market
Results: an instant success among children, wide local media coverage, 18% increase of new registrations, and 2 shopping malls have decided to make the trash-eaters permanent at their locations.