Cannes Lions

Plantable Tags - The last mile of Sustainability

TONIC WORLDWIDE, Mumbai / LIVAECO / 2019

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Overview

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Credits

Overview

Background

Fashion industry is receiving a lot of flak for polluting the environment.

Liva, a fashion fabric brand, decided to launch LIVAECO - A highly sustainable fabric variant. Livaeco exclusively partnered with W (Women’s Apparel Brand), it created a collection that embodies sustainability and fashion for eco inclined consumers of fashion. We were given a packaging innovation brief for the brand, We observed that eco product innovations limit eco-story to just the product. Our aim was to find a solution that gave consumers eco-friendly purchasing experience to the last mile

Idea

Brand tags are typically thrown away after the purchase.

We decided to give our eco inclined fashion consumers the last mile brand experience of ‘Eco sustainability’ with the most ignored aspect of packaging - Brand Tags.

Presenting ‘LIVAECO PLANTABLE TAG’ - designed to sprout into flowers, vegetables and trees when planted. We decided the place for the brand tag is not in the trash bin but in the pot! These tags were made with 100% organic seeds, sourced from farmer network

Strategy

In India, while the awareness for environmental issues is higher, the actual actionability is a challenge. The ‘Plantable Livaeco Tags’ went beyond the product promise and helped shoppers express their support for the cause by just plating a brand tag instead of throwing it in the dustbin. This was simple to execute and it made them feel part of the larger solution without much effort.

Execution

The Liva Eco Plantable tags were created with unique seed paper which is a biodegradable eco-paper that is made with post-consumer materials (no trees harmed for this paper!) and embedded with seeds. .This is a simple paper making process and doesn't use any special equipment. This creates a textured paper, which is more rustic looking and less refined than professionally produced papers; however, this adds to the charm of handmade plantable seed paper.

Through Liva’s retail fashion partner brand W ( 300+ outlet store of W across India + online distribution of W) sold half a million outfits with Livaeco tags

Livaeco tags extended its support to a circular economy - hundreds of rural women, 800 organic farmers who help create sustainable products out of consumer waste.

Idea: Livaeco Plantable Tags

Date of release: 1st March 2019

Production Timeline: 12 days

Outcome

The brand W (Women’s Apparel Brand) promised to sell half a million outfits with Livaeco tags. The collections were rolled out in 300+ exclusive ‘W’ stores.

LIVA has received a demand for 10 million brand tags from W and more partner brands are inspired to collaborate with Livaeco.

Livaeco tags extended its support to a circular economy - hundreds of rural women, 800 organic farmers who help create sustainable products out of consumer waste.

While these brand tags were launched exclusively for SS 19 the W collections, the demand for it has transcended seasons

In India, while the awareness for environmental issues is higher, the actual actionability is a challenge. The ‘Plantable Livaeco Tags’ went beyond the product promise and helped shoppers express their support for the cause by just plating a brand tag instead of throwing it in the dustbin.