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SUB CATEGORY :
SUSTAINABLE INNOVATION
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COMPANY ENTERING :
MATERIAL, TOKYO
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TITLE :
AIZOME ULTRA™ – AN INNOVATIVE METHOD TO CREATE TEXTILES WITH LASTING HEALTH BENEFITS.
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BRAND :
AIZOME
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ADVERTISER :
AIZOME
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AGENCY :
SERVICEPLAN GERMANY, MUNICH/SERVICEPLAN KOREA, SEOUL
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CHIEF CREATIVE OFFICER :
ALEX SCHILL (SERVICEPLAN GROUP)
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EXECUTIVE CREATIVE DIRECTOR :
LORENZ LANGGARTNER (SERVICEPLAN GERMANY)/
FRANZ RÖPPISCHER (SERVICEPLAN GERMANY)
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CREATIVE DIRECTOR :
NAHO KOSUKEGAWA (HAKUHODO)
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ART DIRECTOR :
CAMILLE NIZET (SERVICEPLAN GERMANY)/
TANVI PHALAK (SERVICEPLAN GERMANY)/
ROHIL BOROLE (SERVICEPLAN GERMANY)/
KAI WEST SCHLOSSER (SERVICEPLAN GERMANY)/
HAN GAO (WORKBYWORKS STUDIO)
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COPYWRITER :
SHRUTHI SUBRAMANIAN (SERVICEPLAN GERMANY)/
TARO TANIWAKI (HAKUHODO)/SANDRA VALENCIA (FREELANCE)
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MOTION DESIGNER :
MARGARITA NIKOLAJEVA (SERVICEPLAN GERMANY)/
MICHAŁ KUŚMIERZ (SERVICEPLAN GERMANY)/
GERGELY KOZMA
(SERVICEPLAN GERMANY)/
DENNIS FRITZ (SERVICEPLAN GERMANY)
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PR AGENCY :
MATERIAL INC., TOKYO
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PR DIRECTOR :
AYAME MICHIGU
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PR MANAGER :
EIRI ARIYAMA/YUKIKO NISHINO
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MEDIA PLANNER :
JUN TAJIMA
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PROMOTER :
RENA KAGAYA
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FILM PRODUCTION COMPANY :
OFF STUDIOS
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DIRECTOR OF PHOTOGRAPHY :
LUCAS BERGMÜLLER (OFF STUDIOS)/TOM KUBIK (FREELANCE)
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EXECUTIVE PRODUCER :
KEVIN RIEDL (OFF STUDIOS)
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FILM PRODUCER :
SIMON MAIRHOFER (OFF STUDIOS)
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AUDIO :
BENEDIKT DORN (OFF STUDIOS)
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POST-PRODUCTION COMPANY :
NHB NEXT
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COLORIST :
MIKE FRIEDLANDE/NHB NEXT
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COMPOSER :
BENJAMIN GEBERT (FREELANCE)
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POST PRODUCER :
FELICITAS STAHNKE/NHB NEXT
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SPECIAL EFFECTS SUPERVISOR :
PHILIPP GIRARDET
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SPECIAL EFFECTS OPERATOR :
INGO BAUER/STEFFEN GILL
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CAMPAIGN SUMMARY :
The 1500+ synthetic chemicals used in textile dyeing harm workers, wearers and the environment. While the industry slowly changes, greenwashing prevails. Plants have long been used in dyeing, but without binding chemicals, color and health benefits fade quickly — making it unsuitable for mass production.
AIZOME ULTRA™ is a patented, ultrasound dyeing method. Instead of synthetic chemicals it uses a physical trick: ultrasound sets plant particles in motion at a custom frequency of 52.5kHz underwater, binding them to the fiber permanently. And with that, their color and health benefits.
Through partnerships in the industries of fashion, textile, and healthcare, AIZOME is eliminating toxic chemicals in textile production and turning textiles into “Healthcare you can wear.”
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CREATIVITY/IDEA/INSIGHT :
AIZOME ULTRA™ is a patented, ultrasound dyeing method that begins with only water, medicinal plants, and cotton. Creating textiles that have lasting color and health benefits – the process is simple, scalable, and sustainable.
Instead of synthetic chemicals it uses a physical trick: ultrasound sets plant particles in motion at a custom frequency of 52.5kHz underwater, binding them to the fiber permanently. And with them, their color and health benefits.
While the textile and fashion industries are invested in innovations that reduce or neutralize harm, there is need for a new outlook: AIZOME ULTRA™ is a simple innovation that modernizes traditional Japanese plant-based dyeing with ultrasound and ensures that every step of the process is transparent and even beneficial.
The medicinal plants used transfer their unique benefits deep into the textiles and keep the wastewater free from toxic chemicals – reused in the irrigation of the same plants. Thus, creating a valuable and sustainable loop.
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STRATEGY :
Almost every single piece of textile is dyed with synthetic chemicals, reducing purchase-choices for people with health problems while slowly harming the health of many others and polluting the environment. While the industry is invested in innovations that reduce or neutralize harm, there is need for a new outlook. AIZOME believes that textiles should be beneficial beyond harmless. AIZOME ULTRA™ is a simple innovation that tackles every step of the production and consumption process making both the product and by-product beneficial. By making plant-dyes viable, AIZOME protects the environment, workers, as well as wearers. Plant dyes infuse wearables with health benefits and keep the wastewater free from toxins, to be reused in the irrigation of the same plants.
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EXECUTION :
AIZOME ULTRA™ modernizes traditional Japanese plant-based dyeing. The process begins with only natural ingredients: Certified organic cotton fiber, medicinal plant particles and water.
While the ingredients are soaking in the dyeing tank, ultrasound is applied at the custom frequency of precisely 52.5kHz. This creates a phenomenon known as cavitation, observed as many tiny bubbles of vacuum (diameter < 0.1mm). The rapid formation and collapse of these bubbles accelerates the particles in the mixture, permanently binding the plant particles to the fiber.
The actual dyeing process takes between 60-90 minutes, with repeated sonification. As a whole, monitoring 100% organic quality from farm to finish, manufacturing can take about one year.
AIZOME ULTRA™ is simple, scalable, and sustainable.
While eliminating chemicals in the process, AIZOME ULTRA™ now gives wearables healing properties: bedsheets that help heal wounds, t-shirts that can soothe and reduce stress or underwear that can ease menstrual pain.
AIZOME ULTRA™ is patented and recognized by several renowned international organizations and institutions such as the University of Cambridge. It is also recognized by the National Eczema Association as an innovation that improves the quality of life for people with sensitive skin.
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RESULT :
AIZOME has been approved by the U.S. Food and Drug Administration for the medicinal value provided by its products. Their main goal is to change the status quo of the textile industry and eliminate toxic chemicals. AIZOME ULTRA™ turns textiles into healthcare. Along with millions of textile workers, AIZOME provides relief to millions with sensitive skin and other health problems. While conventional dyeing consumes over 5 trillion liters of water, AIZOME makes it possible to dye using 200 times lesser water. Because no synthetic chemicals go into the making, the wastewater is clean and reusable.
Over 3,000 tons of fabric have been produced, benefiting 2.4 million people. To date, AIZOME has received substantial investments and media attention across the globe.
44 new partnerships with healthcare institutions, fashion brands, as well as cosmetics producers are underway and will be announced publicly later this year.
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