The Nine Shanghai raises awareness around recently changed Waste Classification and Administration Regulations in China
Last year in Shanghai, the Waste Classification and Administration Regulations were officially issued and implemented. Knowledge of these regulations, however, is still not widespread with many people unaware of which kind of waste should be put into which recycling bin. With the purpose of promoting the regulations and helping people better understand waste sorting, the environmental protection department of STDecaux launched a special project via The Nine Shanghai.
The concept of a blind box has become increasingly popular in recent years. Insight came in the form of combining the love of the blind box minifigure idea with learning about waste sorting. Using popular art toy style licensed minifigures the Waste- Sorting Blind Box becomes a gift that people crave to own.
To develop this project, The Nine Shanghai selected a variety of representative waste, such as glass bottles, banana peels, cigarette butts, expired pills, broken light bulbs, dirty masks, etc. 30 adorable licensed minifigures to be designed and made from recycled materials. These were then packed into mini trash cans are also made from recycled materials. A series of metro posters were created for people to scan with mobile phones and participate in the ‘Guess What Kind of Waste I Am’ quiz. Winners had a chance to win a Waste-Sorting Blind Box with a random minifigure included. Waste bin shaped vending machines were also set up in metro stations. From these, people can purchase Waste-Sorting Blind Boxes through mobile phone payment. With each minifigure, graphic description of fun facts about the waste classification system is attached. The attractive blind box and collectible minifigure imperceptibly spreads the knowledge of waste classification among people.
1.2 million people participated in ‘Guess what kind of waste I am?’ quiz on mobile phones and over 200,000 blind boxes were sold and the money was used for waste-sorting infrastructure. In total, over 8 million people practiced waste classification.
Director: Jody Xiong
Executive Creative Director: Jody Xiong
Copywriter: Candy Chen
Art Director: Jody Xiong
Agency Producer: Siqi Zhu
CGI: Hu Mo
Designer: Jody Xiong
Illustrator: Liu Junhao
Editor: Yaoping Chang