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  • SUB CATEGORY :
    BEST USE OF DIRECT AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    DAIKO ADVERTISING INC., TOKYO
  • TITLE :
    VEGELOOP
  • BRAND :
    COMPOSTER
  • ADVERTISER :
    PANASONIC
  • AGENCY :
    DAIKO ADVERTISING INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    YU KANENO
  • CREATIVE DIRECTOR :
    TAKAHIRO KISHI
  • COPYWRITER :
    YUKO HATAKEYAMA
  • ART DIRECTOR :
    KAZUNORI KITAYAMA
  • PLANNER :
    HIROKI TANAKA/AMI KURODA/RYUJI HAMADA/JIN ASAKAWA/
    RYOSUKE SAKUMA
  • PR PLANNER :
    MARIKO KITA (MATERIAL)
  • PR STAF :
    HARUKA SUZUKI (MATERIAL)
  • PRINT PRODUCTION COMPANY :
    DAIKO ONES, TOKYO
  • DESIGNER :
    SHINICHI HIRAOKA
  • CRAFTER :
    MEGUMI IWATA
  • AGRICULTURE PRODUCER :
    KAI YODOSHI
  • ENGLISH CONTEXT EXPLANATION :
    VEGETABLES ARE BEING SERIOUSLY DAMAGED BY EXTREME WEATHER. CAN WE CREATE AWARENESS FOR THESE POOR APPARENTLY USELESS VEGETABLES? VEGELOOP IS A VEGETABLE GROWING KIT THAT TURNS TRASHED VEGGIES INTO FRESH VEGGIES. FIRST, CONVERT THE TRASHED VEGGIES INTO COMPOST WITH PANASONIC COMPOSTER. WRAP UP THE COMPOST WITH FRESH VEGETABLE SEEDS IN A PIECE OF WATER SOLUBLE PAPER PRINTED WITH ECO FRIENDLY SOY-INK. EACH PACKAGE IS DESIGNED TO LOOK LIKE A TRASHED VEGETABLE. TO START CULTIVATION, WATER VEGELOOP AND IT DISSOLVES INTO SOIL. THE SAME VEGGIES AS THE TRASHED VEGGIES WILL GROW. VEGELOOP WAS DISTRIBUTED AT VEGETABLE SHOPS AND FARMERS MARKETS. IN ADDITION, IT WAS ALSO USED AS AN EDUCATIONAL TOOL FOR KIDS. VEGELOOP ATTRACTED SIGNIFICANT ATTENTION ACROSS TV AND THE INTERNET. RECEIVING A LOT OF POSITIVE FEEDBACK. IT CREATED AWARENESS AROUND TRASHED VEGGIES AND PLANTED THE SEED OF RECYCLING IN PEOPLE’S MINDS.