In a world where each minute generates 1.15g of CO2, Gen Z's 10-hour daily social media habit leads to 262 million tonnes of yearly carbon emissions.

Recognizing this, Kinokuniya introduced the Offset Boxset—a collection of kilo-based boxsets sustainably designed with bestselling books to match reading time for carbon offset, demonstrating how every second of reading can save the world.

We crafted four carbon-emission-boxsets, using design to convey a simple and tangible message: "Read this boxset to offset 1-kilo of CO2."

The outcome- reduced carbon emissions, conserved forests, and strengthened Gen Z loyalty- contributing to a more sustainable future.

UAE 2030 VISION

The UAE is charting a course towards a greener, more sustainable future, aiming to be at the heart of the global sustainability movement by 2030. This vision includes a series of strategic initiatives designed to protect the environment, with the government leading the charge by implementing green policies and practices. This commitment is mirrored throughout the nation, as businesses align their operations with eco-friendly objectives, demonstrating a united effort to nurture a sustainable future. However, individuals often struggled to discern how they could personally contribute to these goals

TECH ADOPTION

In the realm of technology, the UAE has positioned itself as a pioneer, leveraging its advanced technological infrastructure to drive progress and innovation. Imagine living in a place where your internet speeds race ahead of the rest of the world (ranked 1st globally in terms of mobile internet speed, with the average internet speed in the country being 179.61 megabyte per second), making every online experience seamless. That's the reality in the UAE, where the digital landscape is so advanced, it's become a playground for tech-savvy folks who thrive on staying connected and ahead of the curve. And when it comes to social media, the UAE is literally the place to be, claiming the title of the social media capital of the world. Here, people juggle an average of 8.2 social media accounts each, ranking third worldwide. It's a vibrant, ultra-connected corner of the planet where staying plugged in isn't just easy; it's a way of life.

RISING SOCIAL MEDIA USE VS. SUSTAINABILITY AWARENESS

In the UAE, soaring social media use meets growing sustainability consciousness, driven by 2030 Sustainability Vision. This presents a dual-challenge: reducing screen time for not only our personal well-being but also our environment, while also tapping into the collective desire for eco-friendly living practices

A READING REVOLUTION AS A SUSTAINABLE CHOICE

The UAE's premier bookstore spotted an opportunity to guide this dialogue. The brief was to make people reconsider their screen time in favor of book time—promoting personal enrichment and environmental sustainability (with a budget of $25k).

CHANGING MINDS, HABITS, AND HEARTS

The goals: to encourage a switch from screens to books, inspiring a significant cut in screen time and cultivating a reading habit for environmental well-being. Kinokuniya aimed to reinforce its role as a sociallyresponsible brand, committed to literacy andsustainable practices with an activation that will continue for the next 3 months.

KinoKuniya believes that the world needs more readers. And through its purpose of enriching lives through books, it aims to do just that, encouraging a shift from screens to pages.

Convincing this digitally native generation to shift from screens to books was our primary hurdle. But we knew how conscious they are compared to other generations when it comes to sustainability and little did they know that the social media they loved was harming the planet they wanted to protect, leading to 262M tonnes CO2 annually.

Our goal was to not only highlight personal growth but was also to demonstrate how this shift from screen-time to book-time could benefit the planet and, in turn, enrich their lives.

Introducing the Offset Boxset—a collection of kilo-based boxsets sustainably designed with bestselling books to match reading time for carbon offset, demonstrating how every second of reading can save the world.

We transformed scrolling hours into reading hours for planetary salvation.

People could choose to reduce 1-4 kilos of emissions with our boxsets (made from recycled material). Theboxes were crafted to match average order size (4-7 books) and sizes were based on total reading time of each set. Thecolors on each box were inspired by the 4 key colors from climate graphs.

Our in-store activation was viewer-friendly - people could see exactly how many books were required to reduce each platform’s carbon emissions and picka matching boxset.

Through our partnership with Sacred Groves, proceeds contributed to forest and biodiversity preservation. One-kilo box preserved 10 sqft of nature.

For non-physical readers, we placed quirky posters in high-traffic areas. These posters allowed people save CO2 in real-time, motivating them to join the mission to save the world one read at a time. We deliberately avoided using social media to minimize additional carbon emissions.

So far, the campaign has gained significant traction and delivered astounding results:

311 kg CO2 Reduced, TURNING 4,354 HOURS OF SCREEN-TIME INTO BOOK-TIME: Our Offset Boxset initiative resulted in a significant reduction of 311 kilograms of carbon emissions, showcasing the power of reading to mitigate environmental impact.

20,000 Sq. Ft. of Forest Land Protected: Through our partnership with Sacred Groves, we successfully protected 20,000 square feet of vital forest land, thanks to Offset Boxset purchases.

Gen Z Kinokuniya Loyalty Card Registrations Up by 38%: We witnessed a notable 38% increase in Gen Z Kinokuniya loyalty card registrations compared to the average monthly rate, indicating a growing community of sustainability-conscious readers.

Our campaign achieved impressive results, reducing carbon emissions, conserving forests, and fostering stronger connections with Gen Z readers, all contributing to a more sustainable future.

And we are not even done yet...