Zee Cafe: DOUBLE-HEADED MATCH

Credits & Description:

Advertiser: ZEE CAFE
Agency: DRAFTFCB + ULKA
Category: Promotional Item Design
National Creative Director: K S Chakravarthy (Draftfcb/Ulka)
Art Director: Satinderpal Panesar (Draftfcb/Ulka)
Creative Director: Ekta Verma (Draftfcb/Ulka)
Account Manager: Mansimran Kaur (Draftfcb/Ulka)

Client Brief Or Objective
Green Turn briefed us to do an idea that would spread awareness amongst masses to save trees.The idea that can be executed in low budget and have an easy and wide reach.

Outcome
People preferred using the double sided matchbox as it would save them the effort of buying two instead. Plus it became a statement for one to carry and flaunt amongst his peers to show he's environment conscious.Further it is estimated that by using these double headed matchsticks, Green Turn as an initiative in the longer run can help reduce cutting of trees approximately from 45-47% all over India annually.

Implementation
Every year lakhs of trees are cut to make matchsticks that are used in Indian households for various reasons. Approximately 90% of times, these matchsticks are often either 15% or 25% used and then thrown. We saw an opportunity here. WE PROPOSED A UNIQUE KIND OF MATCHSTICK THAT HAS PHOSPHORUS ON BOTH ENDS. The matchstick that can be used from both sides hence utilizing the wood completely. This way, we can reduce cutting of the trees by approximately 45-47% annually.

Brief Explanation
We did not intend to do an ad or a poster or any piece of communication that may not bring in a big change. As people would only react to such mediums momentarily. So the challenge was to crack an idea that would change the behavior of masses. And in return help us contributing in saving trees to a noticeable number.