Cannes Lions
GREENCARD CREATIVE, New York / GREENCARD CREATIVE / 2011
Overview
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Description
Over 46,000 pieces of plastic litter are floating on every square mile of our oceans. Millions of sea birds die every year entangled in plastic six-pack rings. We need to go beyond environmental awareness.To inspire people to act and keep plastic off our shores, we created Origomu (Japanese for 'bending rubber,' capitalizing on the knowledge of "origami"). Rooted in the power of design, Origomu is a movement that encourages people to transform waste into beautiful pieces of artwear, using plastic six-pack rings as chief material. We used models as birds wearing Origomu necklaces emphasizing the neck as the birds' most vulnerable part. Awareness, art and fashion combined to promote a greater sense of stewardship towards our planet. Origomu is about community participation (collecting rings at schools, bodegas, vending machines, craigslist), education (books, websites, workshops), design (art schools, museums, online contests), sustainability (environmental organizations) and community outreach (low-income business model).
Execution
-Birds dying entangled in plastic six-pack rings inspired the concept. We used models as bird metaphors wearing the Origomu necklaces to emphasize the neck as the birds' most vulnerable part.-We invented the Origomu name - Japanese for bending rubber - capitalizing on the knowledge people already have of "origami" (folding paper).-From a necklace collection to a global movement starting with collecting six-pack rings (at schools, bodegas, vending machines, even Craigslist), education (books, websites, workshops), design (art schools, museums, online contests), sustainability (environmental organizations) and community outreach (low-income business model).
Outcome
- From one designer to 305 designers - More than 500 Origomu designs from more than 25 countries- More than 180,000 plastic six-pack rings collected and reused- More than 50,000 people exposed to the Origomu project through workshops, the website, direct mail, exhibits, and events around the world- 20 million digital and print impressions
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