ROOTS AND SHOOTS SHANGHAI Outdoor, Case study PLASTIC BAG MONSTER by Bates CHI & Partners Shanghai



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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market China
Agency Bates CHI & Partners Shanghai
Executive Creative Director Antonius Chen, Kenny Choo
Creative Director Lee St. James, Elva Yue
Art Director Mark Ma, Deng Junhui, Lun Yuxi, Jojo Zhou, Vivien Shen
Copywriter Tang Xingxing
Photographer Yen Pan, Kerry Cheung
Released September 2010

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Sep 24 2010
Entrant Company: BATES 141 SHANGHAI, CHINA
Executive Creative Director: Antonius Chen (Bates141)
Executive Creative Director: Kenny Choo (Bates141)
Creative Director: James Lee (Bates141)
Creative Director: Elva Yue (Bates141)
Copywriter: Tang XingXing (Bates141)
Art Director: Deng JunHui (Bates141)
Art Director: Lun YuXi (Bates141)
Art Director: Mark Ma (Bates141)
Art Director: Jojo Zhou (Bates141)
Art Director: Vivien Shen (Bates141)
Account Director: Ellen Chou (Bates141)
Photographer: Kerry Cheung
Photographer: Yen
Media placement: Ambient - Schools and public places - September 24, 2010

Describe the brief/objective of the direct campaign.
The Task:

Founded by renowned primatologist and environmentalist Dr. Jane Goodall, Roots and Shoots is an international organization that believes education for environmental issues should start young. The organization was looking for a dramatic way to communicate the dire consequences of plastic waste to children.

The target was school students who may or may not be aware of environmental issues. The strategy was to find a channel where the communication could hit them the hardest.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Solution:

We decided to let the children themselves get involved.

Large bins were set up in schools, asking kids to donate used plastic bags. The bags were then used to build a 3-storey high inflatable monster, displayed in schools and other public areas, with a message:

“Waste plastic bags and they’ll come back to haunt you.”

The Monster was unveiled at an official event officiated by Dr. Goodall herself, and went on to visit schools and public places around Shanghai.

Explain why the creative execution was relevant to the product or service.
It was relevant to the young students since children are always mesmerized by toys and big, unusual things. A "monster" is a great metaphor that they can easily understand.

It was appropriate for Roots & Shoots since they work closely with children, and this exactly speaks children's language.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Results:

The Monster has stormed various public places and school playgrounds, and is scheduled to appear in even more schools in the coming year. It conquers the children one school at a time. Numerous excited and curious school children. A few frightened kids. Education material on the spot. Follow up and reminder information distribution in the following weeks. Press coverage at major events. Weibo "Chinese Twitter" uploads.