Instant Newspaper Recycler

Background

SHK East Point City is one of Hong Kong's top environmentally-friendly shopping malls, and they wanted to spread the green message to their consumers during the Chinese New Year seasonal period. As this was an awareness campaign, the target audience was the general public: both existing and new customers.

Idea

Environmental awareness campaigns can be quite serious, but the strategy was to take a fun and unexpected approach to recycling by creating the innovative The Instant Newspaper Recycler. The aim was to show consumers that green efforts can be easy, simple and fun. By creating The Instant Newspaper Recycler, the strength of the creativity is in how a silk-screen technique can totally transform people's perceptions of old newspaper as useless and junk into something useful and beautiful.

Results

Gave out 3600 sheets of recycled newspaper. People queued up for hours to get a chance to use the machine. Broadly covered on local and international media, resulting in approximately HK$1 million of free publicity for SHK East Point City.