Less Crap - The Tsutsumi Wrap Olle [email_address]

Insight/observation The extreme amount of plastic wrapper has to do with more than laziness, lethargy and convenience. It is culturally connected, stemming from Tsutsumi, which traditionally is simple, beautiful and thoughtful wrappings made with paper, textiles and natural fibers. Key words; thoughtful and natural .

The extreme amount of plastic wrapper has to do with more than laziness, lethargy and convenience. It is culturally connected, stemming from Tsutsumi, which traditionally is simple, beautiful and thoughtful wrappings made with paper, textiles and natural fibers. Key words; thoughtful and natural .

Strategy Make it painfully obvious that something as beautiful as the Tsutsumi packaging culture today manifests itself as something very ugly . A strategy of contrast.

Make it painfully obvious that something as beautiful as the Tsutsumi packaging culture today manifests itself as something very ugly . A strategy of contrast.

Strategy in context Not often do you get help from other parties promoting (general eco trend) the same product as you. Normally you’re facing numerous competing brands with their own agenda. In this case, the product is better environment so everybody is promoting the same product . “Green” organizations are doing their part, spokes people and lobbyists are pulling some weight, government law in Japan allowing them to issue warnings to retailers that don’t do enough to reduce and recycle waste etc.

Not often do you get help from other parties promoting (general eco trend) the same product as you. Normally you’re facing numerous competing brands with their own agenda. In this case, the product is better environment so everybody is promoting the same product . “Green” organizations are doing their part, spokes people and lobbyists are pulling some weight, government law in Japan allowing them to issue warnings to retailers that don’t do enough to reduce and recycle waste etc.

Strategy in context What these actions have in common is that they’re clearly focused on the core problem itself ; too much waste , and why it needs to stop: In x years we’ll friggin’ die In x years there’s no more ice In x years we’ll all have to buy a house on mars One plastic bag equals x dead Zebras We all know this - but still many don’t care.

What these actions have in common is that they’re clearly focused on the core problem itself ; too much waste , and why it needs to stop:

In x years we’ll friggin’ die

In x years there’s no more ice

In x years we’ll all have to buy a house on mars

One plastic bag equals x dead Zebras

We all know this - but still many don’t care.

Strategy in context This strategy is another “way in” - via the cultural aspect of the problem. “ Culture is those deep, common, unstated experiences which members of a given culture share, which they communicate without knowing , and which form the backdrop against which all other events are judged” Edward T. Hall (1966)

This strategy is another “way in” - via the cultural aspect of the problem.

“ Culture is those deep, common, unstated experiences which members of a given culture share, which they communicate without knowing , and which form the backdrop against which all other events are judged”

Edward T. Hall (1966)

Rationale We communicate culture without knowing, but we also act accordingly without knowing - It’s just how it is - “ we’ve always done things this way… ” In order to change behaviors (like these) we need to affect people in more ways than by facts and figures, predictions and research. Not that that messaging is wrong - it’s just very much alike.

We communicate culture without knowing, but we also act accordingly without knowing - It’s just how it is - “ we’ve always done things this way… ”

In order to change behaviors (like these) we need to affect people in more ways than by facts and figures, predictions and research. Not that that messaging is wrong - it’s just very much alike.

Campaign Culture vs. Culture Who will be the winner?

Culture vs. Culture

Who will be the winner?

Campaign Tsutsumi Tsutsumi?

Tsutsumi

Tsutsumi?

Campaign Tsutsumi Tsutsumi?

Tsutsumi

Tsutsumi?

Campaign Tsutsumi Tsutsumi?

Tsutsumi

Tsutsumi?

Campaign Tsutsumi Natural Friend Extravagant High quality Thoughtfulness Personal By hand For good Tsutsumi? Synthetic Salesman Crap No quality Stupidity Masses By machine For bad

Tsutsumi

Natural

Friend

Extravagant

High quality

Thoughtfulness

Personal

By hand

For good

Tsutsumi?

Synthetic

Salesman

Crap

No quality

Stupidity

Masses

By machine

For bad

Desired reflection a.k.a. “what the fuck am I doing?” How should we remember Tsutsumi? What should Tsutsumi culture connote in the future?

How should we remember Tsutsumi?

What should Tsutsumi culture connote in the future?

Answering the brief This strategy does address the issue with unnecessary packaging - making Japanese consumers think twice before accepting/asking for their goods put in separate plastic bags for example. Does it convince Japanese consumers that unpackaged goods are more aspirational than packaged goods? That might happen when they see that they get by just fine with one plastic bag, or none.

This strategy does address the issue with unnecessary packaging - making Japanese consumers think twice before accepting/asking for their goods put in separate plastic bags for example. Does it convince Japanese consumers that unpackaged goods are more aspirational than packaged goods? That might happen when they see that they get by just fine with one plastic bag, or none.