When your PC is full of data and you no longer have space to add more data, you get down recycling your data. You discard what you don’t need and ensure that you back up what is important. And what comes in handy is an external storage that helps you either store or transfer your data to another medium. In short, you are recycling your computer’s hard drives or storage so that you can create more space. However, this time, since you know you ran out of space because of unwanted junk not taken care of in time, you will make sure that you store only important data ahead.
While this is what we witness in everyday life at home or in office, we a humans need to think this on a larger scale. What are we doing to our own planet? Are we creating unwanted junk? Or are we recycling enough so that we can sustain and make space for our future generations to live on?
On the occasion of World Earth Day, Kingston Technology (India) joined hands with InDeed (a CSR arm of Dentsu) to create a unique social awareness campaign called #EarthEditionDrives. This campaign imagines Earth as a USB Flash Drive, where Kingston aims to subtly draw attention towards the condition of our planet.
The pen drive is a simple DT50 USB 3.0 64GB flash drive that is loaded with filthy videos right out of the box. Don’t get us wrong, but the “filthy” videos are about the filthy doings about how humans have treated and are continuing to treat Mother Earth. The flash, as mentioned, is a simple usable 64GB flash drive, but the Kingston has taken a step in this awareness campaign to release a special edition drive that is pre-loaded with 1,001 videos about how the Earth is being misused. Humans have been mining for precious materials from the earth but are not recycling them, enough, or in time, to ensure that our future generation are safer ahead.
Each of these videos, when watched, are designed to draw your attention about the cruel actions and the misuse of products presented by our home planet. The videos show how pollution to the air, ground and water is being done and how humans are probably stepping on their own foot. In order to sustain our own planet so that it will feed us and the generations to come, we have to initiate action immediately. Recycling waste is the only method where we can safely return our plant back to normalcy.
The flash drive is also shipped within a 100% recycled box and with it came five coasters with captions on each of them against pollution. These are designed to remind us each time we place our tumbler of water or cup of coffee on it. To help this movement, Kingston has joined hands with InDeed to create this unique social awareness campaign called #EarthEditionDrives. This campaign imagines Earth as a USB Flash Drive, where Kingston aims to subtly draw attention towards the condition of our planet.
The campaign revolves around Kingston’s 64GB Limited Earth Edition USB Drive, which represents Earth. Select members from the industry were given a chance to try these USBs to experience it.
What happens when you plug in Earth?
Well, the pen drive is named as Earth and the moment you plug in the device to your USB port, you will see an icon of the Earth in the My Documents folder. The drive is designed so that the user’s attention was immediately drawn to the default flash drive icon replaced with the icon of 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 new USB drive is completely full – all 64 GB of it.
Upon opening the drive, it shows rows upon rows of junk (videos). Yes, this version of junk (video) files tells a harsh story of different types of pollution and the garbage it generates. Vishal Parekh, Marketing Director for Kingston Technology is “happy to have partnered with Posterscope for this social initiative on World Earth Day”.
“With this high-octane awareness campaign revolving around our 64GB USB drive, we aim to educate our audiences about the ill effects of neglecting Earth, and to motivate them to take appropriate actions. It’s not just about the shock factor; the true purpose of our Earth Edition drive is to educate and encourage everyone to do their bit; one way is by joining hands with NGOs through a microsite link in the junk videos,” added Parekh.
Haresh Nayak, Group MD, Posterscope – whose CSR arm Indeed is behind the project – added, “You have no other choice. Earth Edition forces you to ‘clean up’ this ‘Earth’ in order to use it, subtly telling you to do the same in real life. This is the kind of campaign that really forces you to think about the planet. Everything, right from the messaging on the package, contents and the USB flash drive is crafted in a way that will make you take a good look in the mirror and consider your actions carefully.”
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney further adds, “World Earth Day is our big chance to put the spotlight back on our planet. With some modding we have turned the humble Flash Drive into a mouthpiece for saving the planet that warns you at every step. In fact, 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.”
By making use of technology in their #EarthEditionDrives campaign, Kingston Technology and InDeed are giving a reality check and making a strong point which every person should consciously remember and act upon. Fittingly, the campaign is called “Earth Edition” as it doesn’t get more ‘limited edition’ than our planet.
Kingston’s special edition Earth drive is a great new initiative towards helping this campaign. The initiative will make you carefully think the next time you pollute. The message is loud and clear and all 1001 videos show the disgusting truth of what the Earth is presently going through.