Indonesia is the 2nd largest contributor to oceanic plastic waste. The biggest reason for this is the country's obsession with single-use plastics, especially within the world of FMCG and retail.

To create an innovative solution to reduce plastic waste in Indonesia, and at the same time, educate shoppers about the importance of sustainable packaging, the agency teamed up with Love Beauty & Planet in a Human Centric Design Thinking workshop.

The result of this workshop is a packaging solution called "Hidden Nature". A 100% biodegradable packaging solution with a hidden surprise.

TRANSFORMING PACKAGING WASTE INTO A BEAUTIFUL INDOOR PLANT

Love Beauty & Planet is globally known for its drive to push for sustainability. To give the brand's vision for the environment more visibility within Indonesia's packaging-obsessed beauty segment, we created a sustainable packaging solution called "Hidden Nature".

"Hidden Nature" is a 100% biodegradable packaging solution for Love Beauty & Planet's "Clean Ocean" series. The packaging solution used for the limited-edition products (shampoo, body wash, and body lotion) can be deconstructed and transformed into a beautiful indoor plant starter kit.

Packaging Elements:

+ Base: Eggshell Cardboard

+ Outer Packaging: Bioplastic Infused w/ Seeds

Deconstruction Steps:

+ Step 1: Remove the cardboard base

+ Step 2: Add soil to the holes of the cardboard base

+ Step 3: Cut pieces of the bioplastic and place them on top of the soil

+ Step 4: Pour water on top of the bioplastic until it dissolves

+ Step 5: Water the soil daily until a seedling sprouts

The packaging was initially launched through @livinglovingnet -- one of Indonesia's most trusted online influencers for sustainable living.

The unboxing video that they created made a significant splash within social media, reviving conversations about the importance of pushing for sustainable packaging across all consumer categories.

UNBOXING / DECONSTRUCTING VIDEO STATISTICS ON THE LAUNCH DATE ALONE:

+ Impressions: 12,883

+ Reach: 11,162

+ Total Engagement: 694

+ Engagement Rate: 6.22%

The campaign is still ongoing and being rolled out with different online influencers. Hence, the full scale of the campaign's results has yet to be updated.