WAIST STORE

"MY BAIKAL"

There is an online store with garbage found on the shores of Lake Baikal. By shopping there, you help to remove the trash and transport it to recycling facilities. Now, making a donation is as easy as ordering food online.

I participated in creative sessions with various NGOs for two years, where we came up with zero budget ideas. After meeting the foundation, I realised that it is not only large factories that pollute Baikal, but also ordinary people and tourists. Everything that people buy in shops, then ends up on the shores of the lake. There is a whole shop of rubbish there.

Because of the pandemic, many online shops have appeared in Russia and I thought that making an online litter shop would be ideal, as it is already a familiar tool. And where every purchase would be a donation. The idea is ready and it was immediately clear that the media would pick it up.

It's not just the idea itself, but also, for example, calculating the price of waste. After all, a used battery cannot cost the same as a new one. The damage it causes is enormous. And the headline Battery for $300 is sure to attract attention.

Based on my previous experience of coming up with ideas for foundations, I realised that the foundation definitely didn't have enough resources to finish the project off, so I took over all the production. And in addition to the shop, I decided to provide other venues for buying rubbish.

So we posted rubbish on local digital marketplaces, on shutterstock, and sent rubbish to bloggers for unpackaging for the launch of the campaign.

2021-2022

SLD agency

The shop is still running, and we have a call with the foundation once a month and come up with additional activities around it. It's so cool that we've become friends with the foundation. PS. We didn't send this case to festivals because of the war.

The result was deafening. It had never been done before in my career. All the media in Russia told about the project, and the buzz effect spread to the international media as well. I was particularly proud of the fact that QI tweeted about us.