How do you convince Japanese consumers that unpackaged goods are more aspirational than packaged goods? Zeljko Kresic / sickre@gmail.com

Japan in general An island Strong tradition Proud nation Culture of packaging Hype-prone

An island

Strong tradition

Proud nation

Culture of packaging

Hype-prone

The problem Partly thanks to the tradition of packaging the environment cries for help … … but years of tradition cannot be easily erased or radically changed through one or two actions (or campaigns) Let’s face it … tradition represents the ultimate challenge So lets explore a new path …

Partly thanks to the tradition of packaging the environment cries for help …

… but years of tradition cannot be easily erased or radically changed through one or two actions (or campaigns)

Let’s face it … tradition represents the ultimate challenge

So lets explore a new path …

Start from scratch Make the unpackaged goods a symbol of rebellion of the young Japanese against their old-fashioned and environmentally less-conscious parents and teachers

Make the unpackaged goods a symbol of rebellion of the young Japanese against their old-fashioned and environmentally less-conscious parents and teachers

How to reach the young Japanese The focus of their interest is popular culture Japan has a long tradition of manga comic books so why not use a traditional thing to fight … TRADITION

The focus of their interest is popular culture

Japan has a long tradition of manga comic books so why not use a traditional thing to fight … TRADITION

For starters… … create a manga comic book and a Godzilla -like blockbuster movie

The manga comic book and the related movie should in its initial plot rely on environment problems that occur as a reflection of all the packaging used The main enemy should be created out of the trash that is daily produced by packaging and is threatening to overflow Japan and make it a huge dump where humans are extinct Position the manga comic / movie heroes as a rebel force through every supporting action A few comics and film guidelines

The manga comic book and the related movie should in its initial plot rely on environment problems that occur as a reflection of all the packaging used

The main enemy should be created out of the trash that is daily produced by packaging and is threatening to overflow Japan and make it a huge dump where humans are extinct

Position the manga comic / movie heroes as a rebel force through every supporting action

Produce a series of Plexiglas mini buildings and place them around the town Fill it with packaging garbage that is produced in a week in that area and show that message clearly Before the launch of the movie pull the trash out of the buildings and leave it on the street (say on a Monday morning) Piss off the people on purpose, get on the news and make your voice heard Of course, clean up the trash afterwards and leave the Plexiglas mini buildings as a reminder Few ideas for the launch

Produce a series of Plexiglas mini buildings and place them around the town

Fill it with packaging garbage that is produced in a week in that area and show that message clearly

Before the launch of the movie pull the trash out of the buildings and leave it on the street (say on a Monday morning)

Piss off the people on purpose, get on the news and make your voice heard

Of course, clean up the trash afterwards and leave the Plexiglas mini buildings as a reminder

Make the young Japanese confident that it is good to do certain things differently in the future than their parents did it The newly created pop-cultural characters to become symbols of rebellion and environmental consciousness The comic book and the movie should be through sequels continuously introduced to new generations of youngsters Make the young generation use less and less packaging The desired reaction

Make the young Japanese confident that it is good to do certain things differently in the future than their parents did it

The newly created pop-cultural characters to become symbols of rebellion and environmental consciousness

The comic book and the movie should be through sequels continuously introduced to new generations of youngsters

Make the young generation use less and less packaging

The end