SUB CATEGORY :

SUSTAINABLE INNOVATION

COMPANY ENTERING :

TBWA\HAKUHODO INC., TOKYO

TITLE :

SHELLMET

BRAND :

SHELLMET

ADVERTISER :

KOUSHI CHEMICAL INDUSTRY CO., LTD.

AGENCY :

TBWA\HAKUHODO INC., TOKYO/
QUANTUM INC., TOKYO

CHIEF CREATIVE OFFICER :

TAKAHIRO HOSODA

CREATIVE DIRECTOR :

MASATOSHI USAMI

ART DIRECTOR :

YUHEI ITO/TAKESHI MATSUDA

AGENCY PRODUCER :

YUKI SAKAMOTO/OMU INOUE

DESIGNER :

SHINTARO MONDEN/MINATSU TAKEKOSHI

PR DIRECTOR :

KYOSUKE HASHIMOTO/SUGURU KATO

PR AGENCY :

KMCGROUP, TOKYO

MEDIA RELATIONS :

ERI SATO/TAKASHI HAMADA

FILM PRODUCTION COMPANY :

ROBOT COMMUNICATIONS INC., TOKYO

DIRECTOR :

KOHEI INOUE

EDITOR :

NOBUO MITA

MOTION GRAPHIC :

KIYOTAKA SUMIYOSHI

PHOTOGRAPHER :

JUNYA TAGUCHI

RETOUCHER :

TAKUMU KOSHIBA

DESIGNER :

HISAHIRO TOMONAGA

CAMPAIGN SUMMARY :

Background:
Although Scallops are the most commonly eaten shellfish in Japan, they are also the most discarded shellfish.
Hokkaido's Sarufutsu Village is home to the largest scallop catch in the country. In 2021, exporters discarded approximately 40,000 tons of shells on the shoreline.
Experts point out not only the challenge of securing a place to deposit shells, but also an environmental preservation issue as piles of shells omit a foul odor, and cause groundwater contamination from heavy metals contained in the remains.
We aimed to transform discarded shells into a new resource to empower the community.
Our Innovation:
SHELLMET tackles the problem of fishery waste and provides a new form of environmental conservation. It will protect the fishing industry by converting shells, which have been discarded in large quantities as waste, into a helmet that cleans the ocean the more it is produced.
We innovated and created a solution to a problem that had not been considered an issue until now,
namely that "shells are disposed of routinely and are polluting the environment”.
After its launch, SHELLMET spread across Japan, extending beyond local community.
Furthermore, the material of SHELLMET has garnered attention as a new alternative to plastic, leading to offers from over 24 domestic and international brands. We are actively engaged in business ventures, utilizing the material in various products.

CREATIVITY/IDEA/INSIGHT :

Scallop fishermen work long hours at sea and risk falling in due to unstable conditions and tempestuous weather.
Helmets are a staple item for disaster preparedness in Japan, not only for fishermen, but for many people to protect against frequent earthquakes.
Could we create an eco-system whereby helmets are produced from scallop shells caught by local fishermen?
This is how this challenge began.
This is why we zeroed in on the main component and structure of scallop shells. Scallop shells are composed of "calcium carbonate," a highly versatile component used in a variety of processes to increase strength, including cement.
In addition, shells that survive the harsh natural world similarly exhibit high strength.
From these two insights, we came up with an idea: "Shells have protected themselves from external enemies and are now protecting human lives." The upshot of this was SHELLMET, the world's first helmet made from scallop shells.

STRATEGY :

The key message was, "Protect heads and the planet."
We aimed not only to recycle discarded shells, but also to add value by allowing consumers to support this project while protecting the environment.
Many products exist that create new waste in the name of recycling. Contrastingly, we aimed for a sustainable society through a system where SHELLMETs are continuously crushed and reused as building materials or new SHELLMET materials.
In this era of advocating for plastic reduction, recycled discarded shells present a potential as a new material to replace plastic.
We interviewed villagers to ascertain the need for the product among fishermen and villagers, and utilized these interviews in development. Furthermore, with bicycle helmets becoming mandatory in April 2023, we positioned the product as "Sarufutsu’s specialty helmet" to coincide with the growing demand for helmets, sending a message from Sarufutsu to consumers.
More SHELLMETs means less discarded shells that cause soil contamination.
This makes a tangible contribution to the planet and nudges the involvement of society, both individuals and companies.

EXECUTION :

Development of new shell-derived material December 2021 - March 2022 / Name International trademark registration September 2, 2022
/ Design development March 2022 - December 2022 / Prototype announcement December 14, 2022
/ Mold manufacturing December 2022 - February 2023 / Commercial launch March 2023 (Currently on sale)
/ Business development - Ongoing /
In recent years, manufacturers have mixed limestone-derived calcium carbonate with plastic to reduce the amount of plastic used. However, large-scale open-pit limestone mining destroys the natural environment.
By contrast, SHELLMET is manufactured using calcium carbonate from discarded shells, removing the need for new limestone mining and reducing environmental impact.
Thus, SHELLMET not only reduces CO2 emissions by 20% compared to limestone-based eco-plastics, but also contributes to a reduction up to 36% compared to 100% new plastic.
In a world awash with upcycled products, we emphasized design in order to differentiate the product with newsworthiness.
There are many structures in nature that have been optimized over a long period of time, and the application of these structures to technological development is called "Biomimicry".
SHELLMET utilizes biomimicry by incorporating a ribbed structure inspired by shells, resulting in a 133% strength increase compared to standard helmets.

RESULT :

Since its launch, received 887 media exposures in 34 countries, reaching 5.6 billion eyeballs.
Penetration not just among local communities, but throughout Japan.
Chalked up 1,397% ($37,000+) of sales in 2 months after launch.
In first year, over 24 tons of discarded shells are to be recycled.
*Scale expansion planned.
In recognition of its innovation, it was adopted as the official disaster protection helmet for the 2025 Osaka World Expo.
The SHELLMET material is making waves as a new alternative to plastic,
with offers pouring in from more than 24 global brands, including Shell.
50% of the proceeds from a portion of sales go to the village
Currently, shell recycling projects are underway in Chile and other fishing villages around the world that are facing the problem of discarded shells. This provides a catalyst to the problem of discarded seashells not only in Japan but also overseas.

URL :

https://koushi-chem.co.jp/hotamet/en/