Cannes Lions

Zera

DIGITASLBi, Chicago / WHIRLPOOL CORPORATION / 2017

Awards:

1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Presentation Image
Demo Film
Scale Drawing
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Overview

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Credits

Overview

Description

WLabs, a skunkworks division of Whirlpool Corp, took this problem head on. With their mantra of being a rebel force for good they sought to tackle the large and growing volume of food waste in landfills. Current alternative methods of food recycling, such as composting, have significant barriers to adoption. They are time consuming, messy, require a large amount of outdoor space, smelly, and generally undesirable. WLabs saw a deep need to create a better way.

With the belief that when responsibility meets convenience, we can do great things, our team created the Zera™ Food Recycler. A revolutionary new kitchen appliance that can help a family manage their food waste with an environmentally responsible and sustainable approach.

Execution

The Zera™ food recycling process converts food waste into fertilizer through a fully automatic process, accepts a variety of food types including meat and dairy, and can be performed inside your home within 24 hours.* Unlike traditional composting, Zera™ Food Recycler automatically controls moisture, heat, air, and the process is not exposed to unwanted pests or wildlife.

The beautifully-designed device conveniently fits into the kitchen, and with a simple push of a button converts household food waste into homemade fertilizer through an easy and convenient process. We believe we are the first to market in the U.S. with an indoor food recycler that converts a week's worth of food waste into ready-to-use homemade fertilizer within 24 hours.* Competitive products take at least a week to process and the output is not as uniform.

*Based on estimated 3.5 kg weekly household food waste for average U.S. family.

Outcome

Since the debut of Zera™ in January of 2017, the response has been overwhelming. Zera™ made its public debut at CES 2017 where it was awarded Best Innovation. The Indiegogo launch campaign surpassed its funding goal by over 800%! Media outlets at the local, national, and international level featured Zera™ - which contributed to millions of social media mentions and shares. Outside of the initial round of product going to the Indiegogo backers, Zera™ will be launch in select test markets in Fall of 2017.