We’ve got to look close to every single platform of Panasonic and find attractive ways to express our message in each one of them. One of these platforms is what comes with the product itself: the cardboard boxes. We developed a way to make the microwaves boxes turn into a fully branded ecobag to be reused as a shopping bag, instead of using disposable plastic ones.

Using a product as a media, especially with such a important cause, was a clear opportunity to create awareness and keep the work of spreading our message and brand position. To make it happen we used our concept store in São Paulo as the center of the campaign, selling all the pre-made boxes.

Panasonic wasn’t expecting an actual response in numbers. All the boxes were sold from one of our concept stores in São Paulo. A total amount of 300 special boxes were produced and sold, impacting 300 hundred shoppers and also thousands of people who could get to see one of them in the streets. The goal was to reinforce the brand’s core value: environmentally friend innovation.