ABOUT

The central tenet of PA’s Purpose is: ‘We believe in the power of ingenuity to build a positive human future’. PA is the only company with the range of expertise to deliver end-to-end innovation. Our global organisation is comprised of thousands of experts, including scientists, engineers, and designers. While we acknowledge the anxiety inherent in technological change, we stubbornly put the human first.

Objective:Our task was to devise the campaign treatment for PA's survey on the future of reusable packaging in quick service restaurants and beyond, focusing on four main areas:

ONE Intent v.s. action: The 'say-do' gap.
TWO Desirability & value: Making it ‘must-have‘.
THREE 'Carrot v.s. stick': What will motivate change?
FOUR Changing attitudes: Challenging the status quo.

Creative response:
We build on our existing sustainability campaign branding, and took advantage of the with the first Generative-AI text-to-image platforms to create a provocative set of near-future products, packages and scenarios that would support key statistical findings and prompt engagement.