Greencard Creative Promo, Case study ORIGOMU by GREENCARD CREATIVE

ORIGOMU

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Spain
Agency GREENCARD CREATIVE
Photographer Tomas Reyes, Arnaldo Vargas
Released January 2013

Credits & Description

Category: Environmental PR
Advertiser: GREENCARD CREATIVE
Product/Service: SOCIAL AND ENVIRONMENTAL PLATFORM
Chief Consumer Officer/Chief Executive Officer: Tatiana Pages (Greencard Creative)
Creative Director/Copywriter: John Castrillon (Greencard Creative)
Art Director/Designer: Maureen Gannon (Greencard Creative)
Web Design and Technology Director: Tomas Pichardo (Greencard Creative)
Innovations and New Business Director: Alina Diaz (Greencard Creative)
Web and Graphic Designer: Eduardo Meza (Greencard Creative)
Photographer: Tomas Reyes (Tomas Reyes)
Photographer: Arnaldo Vargas (arnaldostudio.com)
Stylist: Laura Pou (arnaldostudio.com)
Media placement: Direct Mail 1 And 2 - Corporations, Educational Organizations, Fashion And Environmental Magazines, Me - 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 Notici - May/April 18, 2010
Media placement: AP Interview/Print/Online - La Opinion, ABC Spain, Univision.com - May/April 18, 2010
Media placement: AP Interview/Print/Online - Terra Noticias, - 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 - Klimt02, 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

Summary of the Campaign
Challenge:
Over 46,000 pieces of plastic litter are floating on every square mile of the ocean. Millions of birds and marine animals die every year entangled in plastic six-pack rings. We need to go beyond environmental awareness.

Objectives:
- Get people to act and keep plastic away from our shores.
- Create a global movement that not only inspires people to recycle but also changes the way people look at recycling.
- Demonstrate the extraordinary potential we all have to transform the ugliness of industrial waste into beautiful artwear.

Strategy:
- Use the power of design as a new channel to inspire people to act by creating beautiful pieces of artwear.
- We created Origomu - "bending rubber" in Japanese - a movement that combines awareness, art and fashion to inspire creative thought and a greater sense of stewardship towards our planet.

Outcome:
- We have collected more than 180,000 plastic six-pack rings.
- Today a 'one designer collection' has become a '305 designers’ collection' with more than 500 designs.
- Over 25 countries participating.
- More than 20 million digital and print media impressions.

The Situation
Over 46,000 pieces of plastic litter are floating on every square mile of ocean, millions of seabirds and marine animals die every year entangled in plastic six-pack rings. As a design company we have the responsibility to help the planet.

We needed to create a movement that not only inspires people to recycle but also changes the way people look at recycling - every piece of garbage should be seen as a possibility to create something new.

We needed people to act. We needed to go beyond environmental awareness.

The Goal
- Inspire people to act and keep plastic six-pack rings away from the shores to prevent them from killing millions of birds and marine animals.

- Demonstrate the extraordinary potential we all have to transform the ugliness of industrial waste into beautiful artwear.

- Change the way people look at recycling - go beyond environmental awareness.

- Make "the Origomu plastic six-pack ring necklace collection" a global movement using the design community as a launching pad - bringing together education, the arts and the community.

- Targets: the design community, education and art and design organizations, local community and environmental organizations.

- Research: through secondary research we found that current efforts are mostly about environmental awareness rather than inspiring people to act using design as the main facilitator.

The Strategy
We wanted to demonstrate the potential we all have to transform the ugliness of waste into beautiful pieces of artwear. Inspire creative thought and a greater sense of stewardship towards our planet.
- The birds which are dying entangled in plastic six-pack rings inspired the concept. We used models as bird metaphors wearing the Origomu necklaces to emphasize the neck as the birds' most vulnerable part.
- We invented the Origomu name - Japanese for bending rubber - capitalizing on the knowledge people already have of "origami" (folding paper).
- From a necklace collection to a global movement starting with collecting six-pack rings (at schools, bodegas, vending machines, even craigslist), education (book, website, workshops), design (art schools, museums, online contest), sustainability (environmental organizations) and community outreach (low-income business model).

Execution
Direct mail 1 - Corporations, educational organizations, fashion and environmental magazines, media, board of education, art institutions and museums - March 2010.
Direct mail 2 - Corporations, educational organizations, fashion and environmental magazines, media, art institutions and museums - April / May 2010.
Website 1 – Inspiration/education and online contest - March through October 2010.
Website 2 - Online contest partnership with international online design communities inviting them to participate creating their own Origomu designs and techniques - November 2010 to date.

Online Contest dates were extended from November 2010 to January 2011 due to high participation and designers requests from around the world.
Facebook/ YouTube/ Twitter - November 2010 to date.
Events/ Workshops - ongoing events and workshops in and outside the US to teach and inspire people and community organizations. Workshops were given in art and public schools, correctional facilities, museums, community centres and corporations - March 2010 to date.

Documented Results
- From one designer to 305 designers
- More than 500 Origomu designs from more than 25 countries
- More than 180,000 plastic six-pack rings collected and reused
- More than 50,000 people exposed to the Origomu project through workshops, the website, direct mail, exhibits, and events around the world
- 20 million digital and print impressions