Revenger
An online video for
American Tourister’s
Scholar Backpack Collection
BACKGROUND
The process from opening a bottle cap to finishing and trashing it takes roughly a minute. Yet, decomposing a bottle can take up to 700 years (3.7 billion minutes). One million plastic bottles are bought worldwide every minute, and the number will jump by another 20% by 2021. Most plastic bottles produced end up in landfills or the ocean.
American Tourister is concerned about this problem and is committed to supporting sustainability by updating its existing collection – Scholar, with a new fabric (RPET Polyester) that benefits the environment. The backpack collection Scholar is constructed from recyclexTM, a fabric made from 100% post-consumer recycled PET water bottles, and it requires approximately 20 pcs of 500ML plastic bottles to make one backpack.
By carrying this bag, you prevent post-consumer waste from ending in a landfill and help us save the world.
IDEA
By creating an online video that is dramatising the problem – A one minute convenient can cause a 700 years damage to the world. We used the point of view of a plastic bottle, which contains an eternal hate to human's world, to give consumer a wake up call. As well this video envisioned the brand's commitment to the environment by providing consumer an alternative to answer the problem – Instead of trashing the bottle to the landfill, we can bring it to a better place
THE VIDEO