Saatchi & Saatchi Hong Kong’s Instant Newspaper Recycler brings a new wrapping experience to Sun Hung Kai’s East Point City

The amount of wrapping paper used in Hong Kong during Chinese New Year results in the felling of approximately 1,600 trees and the burning of 170,000 litres of petrol. The height of those trees put together from Earth would reach three times the altitude of a commercial airplane.

To make an environmentally-friendly difference this year, Sun Hung Kai’s (SHK) East Point City, and Saatchi & Saatchi Hong Kong have introduced The Instant Newspaper Recycler to show shoppers that doing one thing to make the world a better place is both easy and fun.

Standing at 2.4m tall, the magical Instant Newspaper Recycler is extremely easy to use: pop in old newspapers, wait 30 seconds, and receive new sheets of wrapping paper. Taking a closer look, the new sheets are printed with silkscreen techniques over the old newspapers, giving each piece a unique and inimitable design. At the same time, the prints also act as a reminder of the importance of recycling, with recycling icons used in each print.

Three limited edition designs of printed wrapping paper were available on 25 and 26 January 2014 at SHK’s East Point City. People patiently lined up with their old newspapers to discover how fun instant recycling could be. Feedback from consumers was overwhelmingly positive. Many said they enjoyed the surprising experience and thought it a great opportunity to encourage people to recycle and to reuse their old newspapers.

Eric Lau, Assistant General Manager (Promotions) of SHK, said, “We’re highly committed to saving the environment whenever we can. Especially during the festive season, there’s a lot of wastage. We’re very happy with this creative execution from Saatchi & Saatchi, and we hope to have reminded people of the importance of recycling.”

Saatchi & Saatchi South China Managing Director Alexis Chiu added, “This project is very close to our hearts because we’re really passionate about taking care of the environment. The Instant Newspaper Recycler was a good example of how we can use our creative talents to find solutions to make Hong Kong a more sustainable, happier place for all.”

Credits –  Chief Creative Officer: Carol Lam. Senior Art Director: Kenneth Foo. Senior Copywriter: Adeline Siow. Integrated Director: Arion Yau. Head of Creative Service: Pelie Kwok. Lead Content Producer: Clement Shaw. Delivery Support: Sheena Pang, Lavin Lau. Director of Communications: Rebecca Liu. Vendor: Unite Company, Hong Kong. Director & Video Production: Joshua Wong, Laundromatte Hong Kong. Manager Director: Alexis Chiu. Account Service: Emile Cheung.