Power of Print
Print Ad & Proactive Idea
'‘Power of Print' is a unique initiative by The Times Group, which invites creative minds to build an impactful print campaign for a real brief from a real client. We delivered two creative routes to tackle a global issue - eWaste Management.
Problem: The Global volume of e-waste generated is expected to reach 52.2 million tons or 6.8kg/ inhabitant by 2021 from 44.7 million tons in 2016 according to a study conducted by The Associated Chambers and Industry of India-NEC. Out of the total e-waste produced in 2016, only 20% (8.9MT) is documented to be collected properly and recycled, while there is no record of the remaining e-waste. Croma, an electronics company, wanted people to understand the risks of improper electronic waste disposal.
GOLD MINE : E-waste products may seem worthless to the average consumer, as they are often broken, damaged and beyond use. However, this print ad reminds consumers that old electronics may be worth more than they could ever imagine. The idea of an old phone being “a gold mine” is a play on how electronics often contain precious metals that can be recycled, as well as the fact that donating e-waste to Croma provides them with a golden opportunity to save the planet.
TONIGHT’S SPECIALS : Improper disposal of electronics leads to health risks. We created a print ad to reflect how e-waste can make its way to your very plate, by contaminating food sources. The ad featured an old phone on a dining table, with a nutritional label to remind the consumer of how improper e-waste disposal leads to the indirect consumption of harmful chemicals.
