이 프로젝트는 아모레퍼시픽 크리에이티브 센터의 선행디자인 프로그램인 Creative Partners 를 통해 제안한 아이디어에서 시작되었습니다.
ESG Campaign with Seongdong-gu Office
성동구청과 함께하는 ESG 캠페인
AMOREPACIFICMay 17, 2024
Summary
Amore Pacific’s operation of Amore Seongsu, through its pop-ups and exhibitions, has led to
the generation of waste and refuse. This situation brought about the realization regarding
the piles of garbage emerging from Seongsu-dong, which is well-known for its pop-ups. The
question arose: “Could we not collect and recycle the waste created in Seongsu-dong and
transform it into something of new value?” This prompted the beginning of a campaign.
In line with the theme of ‘solving environmental issues,’ Amore Seongsu, located in
Seongdong-gu, has proposed a collaborative idea to Seongdong District Office in an effort
to contribute to the’s resource recycling endeavors.
Timeline
Project Proposal
The starting point of this project was the consideration
of how to give new value to the waste generated at Amore Seongsu and circulate it as recyclable resources.
We took the first step by meeting experts who are most familiar with the waste issues in Seongdong-gu.
Expert Search / Communication
We thought that the person with a deep understanding of the current status and issues of waste in Seongdong-gu would be someone who considers solutions for resources in their work.
So, we searched the Seongdong-gu Office website for an organizational chart and carefully reviewed each department’s responsibilities to determine who to contact.
After checking each department’s responsibilities, we decided to contact the official in charge of resource recycling, including the separation and disposal of disposable items and paper packaging.
We started by exchanging emails.
I first explained the Amorepacific CP project and clearly conveyed our intention to address the waste issue in Seongdong-gu through the Amorepacific Creative Partners, a small-scale project.
Collaboration Proposal
After discussions among team members, we sent a proposal outlining several ideas via email.
What was truly fortunate was that they were grateful for our assistance.
The government and local authorities refer to us as the private sector.
They responded, “We needed private-sector assistance.
We would be deeply grateful for your support,” and suggested discussing
the direction of environmental cleanup projects that align with our mutual visions.
External Meeting
Based on the ‘Reusable Cup Usage Support Project’ received from the Seongdong-gu Office,
we held an internal meeting to develop additional ideas that could be implemented in
collaboration with Amorepacific and conducted the first meeting with the Seongdong-gu Office.
Proposed Idea
Idea 1. Reusable Cup Promotion Campaign
To promote the reusable cup support program provided by Seongdong-guOffice to companies and cafes
within Seongdong-gu, we proposed campaign branding, marketing strategies, and reusable cup design ideas.
– Plan and implement a campaign to promote the reusable cup support program
– Plan a unique naming strategy and campaign branding that will leave a lasting impression on citizens
– Design progressive reusable cups that appeal to employees of companies located in the young and vibrant Seongsu-dong area
– Install reusable cup return booths in Seongdong-dong and conduct marketing activities where cups are given as gifts upon return
Idea 2. Recycled Banner Campaign
Plan a campaign aimed at collecting discarded banners and waste from pop-up events and repurposing them into new products.
– Collect discarded banners from pop-up events in the Seongsu area and during the April election period, and recycle them into picnic mats
– Provide rental services for recycled picnic mats and plogging bags at Seoul Forest and Ddongseom Park around “Environment Day,” along with an Instagram check-in event
– Set up eco-friendly booths outdoors to encourage participation in the campaign among plogging crews and the general public
Idea 3. Plogging Campaign
– Recruit residents of Seongdong-gu and plogging crews to conduct a plogging event in the Yeonmu-jang-gil area
– Set up and operate a space using recycled waste from the pop-up event to provide experiences with upcycled products
Meeting Content
1. CP Role and Responsibilities (R&R)
– Design planning and production budget execution apply only to tasks planned by Seongdong-gu Office
2. Areas where CP can participate
– Booth design / café interior (trays, return bins, etc.)
– Use of reusable cup brand characters permitted / distribution of reusable cup certification marks
Conclusion
Due to differing perspectives on the scope of planning and design contributions that CP could participate in, it was agreed to postpone this project.
We plan to maintain our collaborative relationship and continue working with Seongdong-gu Office on environmental cleanup initiatives, identifying key areas for future collaboration and sustaining these efforts.
