SUB CATEGORY :

CUSTOMER ACQUISITION & RETENTION

ENTRANT COMPANY :

MATERIAL, TOKYO

TITLE :

AIZOME WASTECARE™ INDUSTRIAL WASTE —
CERTIFIED AS SKINCARE.

BRAND :

AIZOME

ADVERTISER :

AIZOME

AGENCY :

SERVICEPLAN GERMANY, MUNICH/
SERVICEPLAN KOREA, SEOUL

CHIEF CREATIVE OFFICER :

ALEX SCHILL (SERVICEPLAN GROUP)

EXECUTIVE CREATIVE DIRECTOR :

LORENZ LANGGARTNER (SERVICEPLAN GERMANY)/
FRANZ RÖPPISCHER (SERVICEPLAN GERMANY)

CREATIVE DIRECTOR :

NAHO KOSUKEGAWA (HAKUHODO)

ART DIRECTOR :

CAMILLE NIZET (SERVICEPLAN GERMANY)/
TANVI PHALAK (SERVICEPLAN GERMANY)/
ROHIL BOROLE (SERVICEPLAN GERMANY)/
KAI WEST SCHLOSSER (SERVICEPLAN GERMANY)/
MIRJAM STRZATA (SERVICEPLAN GERMANY)/
HAN GAO (WORKBYWORKS STUDIO)

COPYWRITER :

SHRUTHI SUBRAMANIAN (SERVICEPLAN GERMANY)/
TARO TANIWAKI (HAKUHODO)/
SANDRA VALENCIA (FREELANCE)

AGENCY PRODUCER :

ROBERT KAMINSKI (SERVICEPLAN GERMANY)

MOTION DESIGNER :

MARGARITA NIKOLAJEVA (SERVICEPLAN GERMANY)/
MICHAŁ KUŚMIERZ (SERVICEPLAN GERMANY)/
GERGELY KOZMA (SERVICEPLAN GERMANY)/
DENNIS FRITZ (SERVICEPLAN GERMANY)

MEDIA AGENCY :

MEDIAPLUS GERMANY,

GLOBAL CREATIVE LEAD :

MAX SCHÖNGEN

MEDIA MANAGER :

MAXIMILIAN ZORG

DIRECTOR CREATIVE MEDIA :

SABRINA DUCHOW

CREATIVE MEDIA MANAGER :

DANIELA IBLER

PR AGENCY :

MATERIAL INC., TOKYO

PR DIRECTOR :

AYAME MICHIGU

PR MANAGER :

EIRI ARIYAMA/YUKIKO NISHINO

MEDIA PLANNER :

JUN TAJIMA

PROMOTER :

RENA KAGAYA

FILM PRODUCTION COMPANY :

OFF STUDIOS,

DIRECTOR OF PHOTOGRAPHY :

JASPER TECHEL (FREELANCE)/TOM KUBIK (FREELANCE)

PHOTOGRAPHER :

EWELINA BIALOSZEWSKA

FILM PRODUCER :

KEVIN RIEDL (OFF STUDIOS)

SET DESIGNER :

MARIUS VISEAN (OFF STUDIOS)

SET BUILDER :

STEFAN MÜNICH (FORM-HAMBURG)

LIGHTING :

OLAF PIAYDA (FREELANCE)

GRADING :

YASH SONI (FREELANCE)

STYLIST :

LARA PACKHEISER (ARTISTSPOOL)

HAIR & MAKE-UP :

MARCO HUELSEBUS (ARTISTSPOOL)/MAJA ILIC (FREELANCE)

POST PRODUCER :

YAMEN EMAD (FREELANCE)

SPECIAL EFFECTS COMPANY :

EFFECTIV TEAM SFX SPEZIALEFFEKTE,

SPECIAL EFFECTS EXECUTIVE PRODUCER :

PHILIPP GIRARDET

SPECIAL EFFECTS OPERATOR :

INGO BAUER/STEFFEN GILL

SOUND PRODUCTION COMPANY :

JÜRGEN BRANZ/MASSIVEVOICES

OWNER :

HEIKE HESSE/CLAUDIA HESSE/MASSIVEVOICES

PRINT PRODUCTION COMPANY :

DRUCKEREI VOGEL

MANAGING DIRECTOR :

RALF VOGL 

CAMPAIGN SUMMARY :

1500+ harmful chemicals are used in textile production. Japanese startup AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only less harmful, but even come with health benefits. But how can a small startup stand out among all the sustainability claims?
WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Bottled and packaged like a high-end beauty product, it was shipped out to key opinion leaders in textile, fashion, and healthcare with the goal of forming partnerships to eliminate toxic chemicals in the industry.
WASTECARE™ became AIZOME’s cornerstone for textile collaborations, helping them in their mission of eliminating toxic chemicals in the industry. In pop-ups and trade shows, the waste was used to generate demand for AIZOME’s textiles.

CREATIVITY/IDEA/INSIGHT :

AIZOME has reinvented the traditional plant-based dyeing method with ultrasound to ensure that color and health benefits actually last. Along with their textiles even their wastewater come with health benefits. By presenting waste as skincare, AIZOME is proving that even their worst has value, leaving one to imagine the effects of the textiles.
While there have been efforts turning waste into something else, most only use small traces of waste. WASTECARE™ consists of 99.9% wastewater. While others talk about purity, to demonstrate the absence of harm — both AIZOME textiles and WASTECARE™ go further, being not only harmless but actually beneficial.

STRATEGY :

AIZOME’s process doesn’t just eliminate the use of toxic chemicals in textile dyeing but also creates value, as the usage of medicinal plants results in textiles and waste that come with health benefits. Their process can change the face of textile dyeing and production. But how can AIZOME reach industry leaders and distinguish themselves from the noise of all the sustainability claims on the market? Instead of just another claim, they wanted to provide the ultimate proof through WASTECARE™. Skincare was selected as the medium for their message, as it is an intimate product, and in contrast to waste, it is regarded as something with value. By presenting waste as skincare, AIZOME is proving that even their worst has value, leaving one to imagine the effects of the textiles.
WASTECARE™ was shipped out to key opinion leaders in fashion, textile, and healthcare. The main goal was to collaborate with designers, producers, and decision and help make the industry more sustainable.

EXECUTION/EXECUTION & CRAFT :

WASTECARE™ is a dermatologically certified skincare product. A few drops of organically grown natural stabilizers and preservatives (citric acid) were added to the original industrial wastewater to guarantee usability after shipping. Each stage of unboxing allows the user to get closer to the story of AIZOME through data visualization, fabric, and finally, the face serum.
The package is made from recycled cardboard, eliminating the need for an additional shipping box. Each side of the editorial folder uses data to illustrate Japanese plant-based dyeing and its reinvention with the development of AIZOME ULTRA™. The custom Ultra One type, used for titles, combines ultrasound frequency waves with traditional Mincho typeface, reflecting the unification of tradition and science.
200 boxes were exclusively shipped out to leaders working for brands including Adidas, UNIQLO, Pangaia, SKIMS, and more.

RESULT :

WASTECARE™ gained over 110 million media impressions while also generating interest from consumers. 94% response rate, 44 new business opportunities, and 3 new investors. WASTECARE™ delivered the ultimate proof: Even our waste is good for you.