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  • SUB CATEGORY :
    SMALL BUDGET
  • ENTRANT COMPANY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • TITLE :
    PLASTIC FARMING
  • BRAND :
    MGI
  • ADVERTISER :
    ASIATIC MARKETING COMMUNICATIONS LIMITED
  • AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • CHAIRMAN :
    ASADUZZAMAN NOOR
  • MANAGING DIRECTOR :
    FERDOUS HASAN NEVILLE
  • EXECUTIVE CREATIVE DIRECTOR :
    MOHAMMAD AKRUM HOSSAIN
  • CREATIVE DIRECTOR :
    MD. ABDULLAH AL RANA/ASM TANVIR HASSAN
  • ART DIRECTOR :
    MD. AZIZUL HAQUE/MD. TAHIDUL ISLAM/SHAHIDA AROBI
  • COPYWRITER :
    KAZI NAIM UDDIN/FARZANA YESMIN MUKTA/
    ANINDYA PAUL/ZAYED BIN MUBIN
  • DIRECTOR, CREATIVE OPERATIONS :
    KASHFIA NAHREEN
  • DEVELOPER :
    MD TANZIB HOSSAIN
  • ACCOUNT DIRECTOR :
    ARABI RAHMAN
  • ACCOUNT EXECUTIVE :
    SUMSUDDIN AL- MAHMUD (SHEZAN)
  • BUSINESS STRATEGY DIRECTOR :
    SADIB EHSAN
  • STRATEGIC PLANNING DIRECTOR :
    PROTYOI SINHA RAEQ
  • PR DIRECTOR :
    ZAIDUL ALAM
  • MEDIA AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR AGENCY :
    ASIATIC MARKETING COMMUNICATIONS LIMITED, DHAKA
  • PR DIRECTOR :
    ZAIDUL ALAM
  • FILM PRODUCTION COMPANY :
    A-MINOR STUDIO & EMPTY YARD, DHAKA
  • DIRECTOR :
    BAYEZID AHMED NILOY
  • CAMPAIGN SUMMARY :
    Context: Bangladesh is a low-lying country. Plastic pollution and lack of agricultural land are 2 of the most prominent issues in Bangladesh. Due to rising water levels, floods and riverbank land erosion, day-by day, agricultural lands are being lost. As a result, over 4 million farmers became climate refugees. On the other hand, as it is a Delta nation, the rivers in the nation carry 73,000 tons of plastic waste every day, even from the neighbouring nations. Harming both aquatic life and negatively affecting global warming.
    Objective: To address the environmental issues caused by plastic waste and offer an innovative solution to support climate refugees.
    Insight: These climate refugees are looking for a stable livelihood for themselves and their families, but due to a lack of land to farm on, they are unable to make a living. Also, due to a lack of people taking responsibility, plastic pollution is constantly increasing.
    Idea: After 2 years of research with Agro-scientists, we found that Fungi eats up micro-plastic. So, since micro-plastic can be taken care of using Fungi, what if the plastic waste could be repurposed for hydroponic farming to help the climate refugees.
    Execution: MGI, Bidyanondo and local agriculture officers launched the initiative by educating over 500 farmers in Pirojpur and Gopalganj about Plastic Farming, the initiative was extended with nationwide activations, a free website, video tutorials, and manuals accompanying MGI products. Farmers were taught how to collect plastic from water bodies, create floating farms, and release fungi to manage potential micro-plastic issues.
    Impact: Plastic Farming not only offered an innovative solution to plastic pollution but also empowered landless farmers with a sustainable farming method, while also strengthening MGI's brand perception as a responsible corporate entity actively contributing to positive changes.
  • CREATIVITY/IDEA/INSIGHT :
    Due to global warming, agricultural lands are being lost. As a result, over 4 million farmers became climate refugees. On the other hand, the rivers in the nation carry 73,000 tons of plastic waste every day. Harming both aquatic life and negatively affecting global warming.
    MGI’s ‘Plastic Farming’ in collaboration with Bidyanondo addresses both concerns with a single innovative solution – by turning plastic waste into floating farms. After 2 years of research with Agro-scientists, we found that Fungi eats up micro-plastic. So, since micro-plastic can be taken care of using Fungi, the plastic waste could be repurposed for hydroponic farming to help the climate refugees.
  • STRATEGY :
    The strategy involved partnering with Bidyanondo and local government agriculture officers to educate farmers, ensuring the widespread adoption of Plastic Farming.
    Data Gathering: We gathered data from reliable news portals such as The Daily Star, The Financial Express BD and Dhaka Tribune along with other news hubs on the impact of Plastic pollution and lack of agricultural land.
    Target Audience: The primary target audience of this initiative are the climate refugees of the country. And people interested in hydroponic farming as the secondary target audience.
    Approach: Partnering with local Government Agricultural Officers and Bidyanondo, we went to villages, particularly ones with abundant waterbodies, and taught the farmers there how to use plastic bottles for farming.
    Additionally, we launched a free website with tutorials, reached out to agricultural enthusiasts and influencers on social media to spread the initiative and even printed the manual for Plastic Farming on MGI products for specific regions.
  • EXECUTION :
    MGI, Bidyanondo and local government’s agriculture officers started by educating 500 farmers in specific regions, ensuring a hands-on approach to Plastic Farming. Nationwide activations, a free website with tutorials, the use of agricultural enthusiasts and influencers on social media, and a printed manual for Plastic Farming on MGI products for specific regions expanded the initiative's impact. By addressing potential concerns such as micro-plastics through fungi release, the Initiative demonstrates thorough execution. As a result, tons of plastic waste was collected and repurposed, a large portion of farming ground was made available and thousands of climate refugees found land to farm on.
    Plastic Farming's positive societal impact and ecological benefits contribute to MGI's brand perception, aligning the company with environmental and social responsibility.
  • RESULT :
    Collected 125 tons of plastic waste
    Held 117 training sessions online and offline
    Trained 15,232 farmers hands-on
    Distributed 100,000 flyers
    1.1M+ USD Campaign PR value
    2.4M+ views on video tutorials
    11,573,842 Social media reach
    2.5M+ Social media engagement
    Enabled 2.4M+ acres for potential farmland
    Converted 7,000+ climate refugees into farmers
  • ENTRANT MUST CLEARLY INDICATE A BREAKDOWN OF THE BUDGET, WHICH THE TOTAL BUDGET IS UNDER USD 200,000 :
    Research - $10,000
    Prototype - $3,000
    Testing - $3,500
    Piloting - $7,000
    Activation - $21,000
    Printing - $1,100
    Filming - $10,000
    Photography - $500
    Media Buying - $3,700
    Paid Media Pr - $1,200
    Logistics - $1,300