Innovation Rooted in the power of design, Origomu is a movement created to transform waste into beautiful artwear. Origomu began with a collection of necklaces created from plastic six-pack beverage rings and inspired by the impact plastic litter has on shore birds and other marine animals. From necklaces to bracelets, from cutting and reusing plastic materials to a sustainable business idea and new source of economic value, Origomu is changing the way we look at recycling.

Branding Based on the technique, we named the movement ORIGOMU. The word "Origomu" comes from Japanese and it means 'folding rubber,' and just like origami (folding paper), it is the transformation of a material into a new form. ORIGOMU takes advantage of the familiarity that most people have with the term "origami."

In developing the look and feel of Origomu, the concept led the way. Focusing on the most vulnerable part of the body of animals at risk, the artwear draws attention to the NECK:

• The metaphor of the birds is a reminder of how plastic waste threatens the lives of birds and marine animals.
• Imagery of the artwear had a high fashion aesthetic. The dichotomy of trash and high art enforces the idea that recycling truly can create something beautiful and new.
• Clean and simple modern design to showcase the unique necklaces

Activation strategy From workshops and exhibitions to an online contest and training as a sustainable business idea for low-income women, the Origomu movement has been very well received in different parts of the world. We started spreading the word through PR partnering with online design communities, and created an online contest to encourage designers, students and the public in general to participate. Additionally, we offered free Origomu workshops in highs schools, community centers and penitentiaries to inspire people and women at risk to create their own designs while recycling. Today we are giving Origomu trainings as a sustainable business idea for low-income women starting in Latin America.

The original collection of Origomu necklaces was featured in the exhibit "Eco-Fashion: Going Green" at the Museum at FIT and at the VIP Ecological tent at Cirque du Soleil in Montreal.

Website design During Phase I (Inspiration/Education) of the activation of the movement the website design featured the Origomu original collection and a step-by-step guide to the Origomu technique. The website was redesigned for Phase II (Design Community/Becoming a global movement) to prioritize the online contest attracting designers from around the world to submit their own pieces and tell us their Origomu stories.

Results From the design community as launching pad to inspiring low-income women, Origomu has become a global movement with great impact:

- There are than 180,000 six-pack rings reused
- 305 designers
- 500-piece collection from 25 countries, including Mexico, Argentina, Portugal, Colombia, Italy, Ecuador, Finland, Dominican Republic, Switzerland, London, Spain, Chile, India and the US, among others.
- Over 50,000 people involved through workshops, exhibits and contest
- 20 Million online and print media impressions worldwide

Posters To promote the Origomu contest and motivate people to attend the workshops we distributed posters in design schools, high schools, community centers, and via web and e-mail through online design communities. We also distributed catalogues and manuals via direct mail.

Online Video