1 2
 
 
  • SUB CATEGORY :
    CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY
  • 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 :
    Objective:
    Koushi Chemical Industry engaged in the production of plastic products, found itself at a disadvantage amid the recent societal shift towards reducing plastic usage. Against this background, what caught the brand's attention was the issue of discarded shells, which has become a concern for environmental conservation. By repurposing their molding expertise, the company began recycling these discarded shells, introducing them to the world as a new material replacing plastic. The flagship product of this initiative is the world's first helmet made from scallop shells - 'SHELLMET.' This marked the beginning of Koushi's significant impact on community environmental conservation. Not only did the company gather offers from global brands worldwide, but we also established a brand reputation for dealing with sustainable materials, all stemming from the introduction of SHELLMET.
    Social Responsibility:
    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.
  • 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.
    SHELLMET is made of 100% recycled materials from crushed discarded shells, reducing CO2 emissions by up to 36% compared to plastic.
    In addition, SHELLMET applies biomimicry by incorporating a ribbed structure inspired by nature, resulting in a 133% strength improvement compared to conventional helmets.
  • STRATEGY :
    To shape the reputation of both the brand and the community, it was necessary to create positive news through a collaborative approach.
    1. Jointly developing materials with Osaka University and Hokkaido University further enhancing product and material credibility.

    2. Our campaign, initially introduced in Japan, coincided with increased interest in helmets driven by the enforcement of mandatory bicycle helmet laws. Following a positive media response, the product was introduced to various companies and large-scale events to cultivate a broader fan base for our products.

    3. Developing a system in which SHELLMETs are continuously crushed and reused as building materials or new SHELLMET materials after they have reached the end of their natural life. This allowed us to visualize our contribution to the global environment, serving as a catalyst for societal engagement, irrespective of individuals or businesses
    In a world where products often claim recyclability but create new waste, our focus is on creating products people genuinely want to use. We aim to establish a system where users contribute to the eco-cycle, fostering a sustainable society.
  • EXECUTION :
    December 14, 2022: Press conference
    Brand and the local government jointly held a press conference to launch SHELLMET. We have started selling SHELLMET worldwide, positioning it as a key product of the brand.
    Elevate awareness surrounding the issues of discarded shells, drive an appreciation and credibility of SHELLMET.

    Press Conference resulting in unprecedented exposure; 10 domestic national news channels, leveraging interest in the new mandatory helmet wearing law.
    January - February 2023: International media campaign.
    Global exclusive: Wallpaper, boosting design and product credibility. Coverage extended across architecture, environmental, engineering verticals and business media. Key interviews: Fast Company, The Guardian to name just two, reaching an extended global audience.

    March 2023 Adoption to Expo
    "Osaka Expo'' named SHELLMET the official disaster prevention helmet, providing a platform to amplify brand’s contribution and impact towards recycling innovation, a story which flooded the news.

    Ongoing
    Not limited to helmets, discarded shells are being utilized as an alternative material to plastic, involving both domestic and international brands to create a variety of products.
  • RESULT :
    The quality and sheer volume of press resulted in the largest media exposure in the history of the brand and village;
    887 media outlets across 34 countries with an estimated reach of 5.6 billion people at an ad cost of 0$.

    Tonality was positive with only 0.7% skewed negatively.

    Recorded 1,397% of target sales. SHELLMET, the product made from marine waste,
    spread throughout Japan, beyond fishermen to include bicycle enthusiasts and street sports communities.

    The recycling of discarded shells is expected to be approximately 24 tons or more in the first year of production, while the company intends to scale its operations by enhancing its production system in the future.

    24 global brands, including Shell and Camper currently have projects underway with the repurposed sustainable new material.

    The SHELLMET has been named the official disaster prevention helmet for the 2025 Osaka Expo, and Shellmet has been exhibited at MAAT in Portugal.

    The public relations initiatives by the brand and the local community positively transformed perceptions and attitudes towards the material and the village. SHELLMET has now become a must-have product, not only supporting the Village's efforts but also contributing to the protection of both heads and the planet.