Earth Edition Drives
Kingston Technology
Issue 56 | September 2020
Agency
Dentsu - Indeed
Creative Team
Chief Innovation Officer: Gurbaksh Singh Associate Vice President - Client Servicing & Strategy: Relix Ambrose Director - Production & Technology: Rakesh Bairwa Creative Director: Abbas Zaidi Group Head – Art: Rabindra Nath Dutta Art Director: Teresa Sebastian Director - Motion Graphics: Hemant Kumar Writer: Saptarishi Chakrabarti
Date
April 2020
Background
Every year Earth is poisoned with over 2 billion tons of waste pumped into our habitat. And little by little, the space available for life is shrinking. Kingston Technology wanted to draw attention towards this problem. As an organization that deals in storage solutions, Kingston’s USB Drives were the perfect way to talk about habitable space that’s shrinking due to unchecked garbage/pollution.
Idea
What if Earth was a USB drive? This led to the launch of Earth Edition Drives - a USB drive that mimics Earth to remind us of the shrinking habitable space - and turn utility into an action to save the planet. Launched on Earth Day, the traditional drive’s interface was hacked and replaced with icons, messages and prompts reflecting Earth’s present condition. The drives were filled with pollution videos that took you to a microsite where you could donate to NGOs. The Earth Edition Drives were sent to influencers and national and international NGOs to show the deteriorating condition of our planet in a new way. After experiencing Earth Edition Drives, Influencers shared their concerns and calls to action to clean up our planet and raise funds by donating to NGOs. Everyone knows that pollution is destroying the planet but to see it also shrink the habitable space for life on the planet was the reality check people needed to see and it showed in the results.
Results
Thousands of tweets appreciating the effort Funds donated to NGOs towards the planet Massive Earned Media from leading publications.