Waste-sorting Blind Box
STDecaux/The Environmental Protection Department
Brief
Last year, The Shanghai Waste Classification and Administration Regulations were issued and implemented, many people don’t know how to sort waste. With the purpose of helping people better understand waste sorting, the environmental protection department of STDecaux launched a special project.
Insight
The concept of a blind box has become increasingly popular in recent years. The insight came in the form of combining the love of the blind box Minifigure idea with learning about waste sorting. Using popular art toy style licensed Minifigures the Waste-Sorting Blind Box becomes a gift that people crave to own.
Solution
To develop this project, typical wastes were chosen and designed to be 30 licensed Minifigures, Minifigures were made from recycled materials, then packed into mini trash cans also made from recycled materials. A series of metro posters were created for people to scan with mobile phones and participate in the “Guess What Kind of Waste I Am” quiz, winners had a chance to win a Blind Box, waste bin shaped vending machines were also set up in the metro stations, people can purchase Waste-Sorting Blind Boxes through mobile phone payment, a graphic description of fun facts about the waste classification system is attached.
Results
1.2 million people participated in an online quiz.
Over 200,000 blind boxes were sold, and the money was used for waste-sorting infrastructure.
Over 8 million people practiced waste classification.
垃圾盲盒
简报
去年,上海市生活垃圾分类管理条例正式颁布和实施。许多人不知道垃圾该如何分类,为了普及垃圾分类知识，申通德高环保部发起了一个特别的项目。
去年,上海市生活垃圾分类管理条例正式颁布和实施。许多人不知道垃圾该如何分类,为了普及垃圾分类知识，申通德高环保部发起了一个特别的项目。
洞察
结合当下最流行的盲盒形式，将垃圾分类概念设计成可爱有趣的手办，让垃圾分类盲盒成为人们渴望拥有的礼物。
结合当下最流行的盲盒形式，将垃圾分类概念设计成可爱有趣的手办，让垃圾分类盲盒成为人们渴望拥有的礼物。
执行
我们挑选几种有代表性的垃圾元素，比如玻璃瓶、香蕉皮、烟蒂、过期药丸、破裂的灯泡、脏口罩等，设计出30款可爱的IP玩偶，这些手办由回收垃圾加工制造而成，并将它们装入迷你垃圾桶包装。将垃圾IP玩偶延展到地铁海报,人们通过手机可参与“猜猜我是哪种垃圾？”游戏，猜中者有机会赢得垃圾分类盲盒。在人流密集的地铁站，放置独特造型的垃圾桶贩卖机，人们通过手机付款购买垃圾分类盲盒，随机抽中不同款式的IP玩偶，盒内附送垃圾分类图形说明书。极具吸引力的垃圾分类盲盒，潜移默化的把垃圾分类知识传播到民众之中。
我们挑选几种有代表性的垃圾元素，比如玻璃瓶、香蕉皮、烟蒂、过期药丸、破裂的灯泡、脏口罩等，设计出30款可爱的IP玩偶，这些手办由回收垃圾加工制造而成，并将它们装入迷你垃圾桶包装。将垃圾IP玩偶延展到地铁海报,人们通过手机可参与“猜猜我是哪种垃圾？”游戏，猜中者有机会赢得垃圾分类盲盒。在人流密集的地铁站，放置独特造型的垃圾桶贩卖机，人们通过手机付款购买垃圾分类盲盒，随机抽中不同款式的IP玩偶，盒内附送垃圾分类图形说明书。极具吸引力的垃圾分类盲盒，潜移默化的把垃圾分类知识传播到民众之中。
结果
120万人参与“猜猜我是哪种垃圾？”互动答题。
超过20万个垃圾分类玩偶售罄，款项用于垃圾分类基础建设。
800万人次有效的触及垃圾分类知识。
120万人参与“猜猜我是哪种垃圾？”互动答题。
超过20万个垃圾分类玩偶售罄，款项用于垃圾分类基础建设。
800万人次有效的触及垃圾分类知识。
垃圾盲盒中文案例视频： https://v.qq.com/x/page/y323758xupd.html
Client: STDecaux China
Creative Company: The Nine Shanghai
Credits - Founder and Chief Creative Officer: Jody Xiong. Art Director: Jody Xiong. Copywriter: Candy Chen. Account Managers:Siqi Zhu. Artist: Jody Xiong. Designer: Jody Xiong, Hu Mo. Photographers: Xinhua Zhang，LiuWei, Zhang Zhengyang . Director: Jody Xiong. Editor: Yaoping, Chang. Illustrators: Liu Junhao, Wang Nanfei, Shi liang. Media Company: STDecaux China.
