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AIS, Thailand’s major telecom company, created an E-Waste recycling system. However, due to the scale of the ever-expanding problem, AIS needs external collaborations to create a genuine impact that can secure the future of Thailand’s environment, as many species have already been affected by the severity of the issue.

The brand aimed to drive urgency for action by transforming E-Waste from a vague, distant problem into a crisis with a direct impact on what Thais value most; Thai food. Thai food is known for its rich flavor, which came from unique, irreplacable local ingredients that could soon be ruined by E-Waste contamination. As Thais would fully realize the importance of addressing E-Waste when the loss of tastes begins, when it may already be too late to save the ingredients, AIS brought “The Taste of Tomorrow” into the present.

We gave people a taste of the unpalatable tomorrow that E-Waste would create by creating an accelerated countdown to this potential reality. The campaign physically removed ingredients from menus step-by-step based on their risk of toxic contamination.

“The Taste of Tomorrow Menus” were distributed through restaurants, AIS store, and direct deliveries to influencers, government officials, and decision-makers in various sectors. By visualizing the loss of beloved dishes, we forced a realization: without proper E-Waste disposal, our tastes will vanish.

The campaign triggered a domino effect of 280+ collaborations across government agencies, institutions, and companies, all of which announced their commitment to join AIS in ongoing E-Waste recycling efforts. We also raised public awareness of E-Waste disposal points in AIS stores and through our partners across Thailand. This has led to the collection of 1,212,272 pieces of E-Waste so far, equivalent to reducing 556,573 kg of greenhouse gas or planting 46,380 trees.

We successfully redirected E-Waste from contaminating food sources into safe disposal channels, solidifying AIS’s position as a brand that stands for Thailand’s future.