Brief
Last year, The Shanghai Waste Classification and Administration Regulations were issued and implemented, many people don’t know how to sort waste. With the purpose of helping people better understand waste sorting, the environmental protection department of STDecaux launched a special project.
Insight
The concept of a blind box has become increasingly popular in recent years. The 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.
Solution
To develop this project, typical wastes were chosen and designed to be 30 licensed Minifigures, Minifigures were made from recycled materials, then packed into mini trash cans 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 Blind Box, waste bin shaped vending machines were also set up in the metro stations, people can purchase Waste-Sorting Blind Boxes through mobile phone payment, a graphic description of fun facts about the waste classification system is attached.
Results
1.2 million people participated in an online quiz.
Over 200,000 blind boxes were sold, and the money was used for waste-sorting infrastructure.
Over 8 million people practiced waste classification.
