Kingston | Earth Edition Drives

Brief

Every year our planet faces a giant, toxic problem - over 2 billion tons of waste dumped into it, triggering a toxic chain reaction that impacts liveable space, health, safety and our environment.

So how can we draw urgent attention towards this deteriorating condition of our planet that raises not just awareness but action in a truly clutter-breaking way. This was the task Kingston set before us.

Solution

#EarthEditionDrives imagine Earth as a USB Flash Drive.

On plugging in Earth your attention is drawn towards the default flash drive icon that has been replaced with the icon of Earth - an Earth that is filling up with junk.

The drive’s title reconfirms this with ‘Clean Up Before Time’s Up’ - a not-so-subtle warning about how little time we have. Driving home the point that we are running out of space - a disturbing parallel with real-life - the brand new pen drive is...completely full. All 64 GB of it.

Even transferring a file results in a modified windows prompt that says There’s not enough space left on Earth. Clean Up Before TIme’s Up which sums up not just the campaign but the very need to do this.”

Opening the drive shows rows upon rows of junk. Except that this junk tells the story of different types of pollution and the garbage it generates ultimately linking you to a microsite where you can donate to NGOs.

But how do you actually use the drive if there’s no space? Earth Edition leaves you no choice. It forces you to ‘clean up' this ‘Earth’ in order to use it, subtly telling you to do the same in real life.

Fittingly, the campaign is called “Earth Edition” as it doesn’t get more ‘limited edition’ than our planet. So think about it carefully next time you pollute, is the message Kingston hopes to drive with the campaign.