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Plastic Japan

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Rob Campbell
Rob Campbell

The document discusses a strategy to reduce plastic waste by appealing to Japanese cultural traditions of thoughtful packaging known as Tsutsumi. It suggests contrasting the traditional Tsutsumi approach of using natural, beautiful materials with today's "ugly" overuse of plastic. The strategy aims to influence culture and behaviors around packaging by affecting people in ways beyond facts and figures. It proposes a campaign that pits the high-quality, handcrafted traditions of Tsutsumi packaging against the excessive, synthetic packaging of today.

1 of 14
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 .
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.
Strategy in context Not often do you get help from other parties promoting (general eco trend) the same product as you. Normally youre 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 dont do enough to reduce and recycle waste etc.
Strategy in context What these actions have in common is that theyre clearly focused on the core problem itself ; too much waste , and why it needs to stop: In x years well friggin die In x years theres no more ice In x years well all have to buy a house on mars One plastic bag equals x dead Zebras We all know this - but still many dont 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)
Rationale We communicate culture without knowing, but we also act accordingly without knowing - Its just how it is - weve 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 - its just very much alike.
Campaign Culture vs. Culture Who will be the winner?
Campaign Tsutsumi Tsutsumi?
Campaign Tsutsumi Tsutsumi?
Campaign 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
Desired reflection a.k.a. what the fuck am I doing? 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.

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Plastic Japan

  • 1. Less Crap - The Tsutsumi Wrap Olle [email_address]
  • 2. 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 .
  • 3. 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.
  • 4. Strategy in context Not often do you get help from other parties promoting (general eco trend) the same product as you. Normally youre 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 dont do enough to reduce and recycle waste etc.
  • 5. Strategy in context What these actions have in common is that theyre clearly focused on the core problem itself ; too much waste , and why it needs to stop: In x years well friggin die In x years theres no more ice In x years well all have to buy a house on mars One plastic bag equals x dead Zebras We all know this - but still many dont care.
  • 6. 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)
  • 7. Rationale We communicate culture without knowing, but we also act accordingly without knowing - Its just how it is - weve 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 - its just very much alike.
  • 8. Campaign Culture vs. Culture Who will be the winner?
  • 12. 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
  • 13. Desired reflection a.k.a. what the fuck am I doing? How should we remember Tsutsumi? What should Tsutsumi culture connote in the future?
  • 14. 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.