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:

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

Creative response:
We built 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.

Working alongside our Product Design colleagues to devise plausible near-future products and services relevant to the subject-matter — ideas that are indicative of current discussions and investigations in the world of the consumer and manufacturing.

The process involved several workshops, sketching ideas, then iterating with Midjourney. Followed by a very detailed post production stage, using Adobe Photoshop and Illustrator to attain the level of fidelity to a vision for the future of sustainable, re-useable packaging that our Product Design Team required.