ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Washtag Nation
Agency TBWA\SMP / Makati City + Sixfifty Trading Corporation / Quezon City + How's Evertyhing? / Makati City
Category
Green Award
Annual ID
OA25_GRA001E
Background
Hang tags may seem like harmless pieces of paper and plastic, but these single-use items amount to tons of waste created annually by the fashion industry.
Dr. E Laundry detergent, a purveyor of eco-friendly detergent products, wanted to make fashion in the Philippines more sustainable and eliminate unnecessary waste produced by the fashion industry through innovation.
With Filipino households preferring liquid and powder detergents, Dr. E also wanted to create renewed interest in its detergent sheets that are more eco-friendly than traditional detergent formats that are packed in plastic packaging and sachets, and are more energy-intensive to produce.
Dr. E Laundry detergent, a purveyor of eco-friendly detergent products, wanted to make fashion in the Philippines more sustainable and eliminate unnecessary waste produced by the fashion industry through innovation.
With Filipino households preferring liquid and powder detergents, Dr. E also wanted to create renewed interest in its detergent sheets that are more eco-friendly than traditional detergent formats that are packed in plastic packaging and sachets, and are more energy-intensive to produce.
Creative Idea
Dr. E Laundry detergent, a purveyor of eco-friendly detergent products, created the Washtag, a complete hang tag replacement made out of detergent sheets.
All the components of the tag are completely soluble, as it is printed with scannable retail codes using non-staining ink, laminated with a water-soluble film, and tied with a dissolving string. After shopping for new clothes, users needed only to pop the garment in the washing machine together with the Washtag for the first wash. allowing users to shop, wash, and wear without waste.
All the components of the tag are completely soluble, as it is printed with scannable retail codes using non-staining ink, laminated with a water-soluble film, and tied with a dissolving string. After shopping for new clothes, users needed only to pop the garment in the washing machine together with the Washtag for the first wash. allowing users to shop, wash, and wear without waste.
Insights & Strategy
Consumers usually shop for clothes, throw away the hang tags, and wash before first wear. Dr. E Laundry Detergent was this as an opportunity to disrupt convention, while pushing new use for its detergent sheets.
Through the Washtag, Dr. E was able to shift from household and home-based consumers and tapped into a new market of fashion retailers who wanted to shift towards sustainability. The innovation also allowed the brand to eliminate single-use hangtags from the equation, creating a more sustainable retail consumer journey.
Through the Washtag, Dr. E was able to shift from household and home-based consumers and tapped into a new market of fashion retailers who wanted to shift towards sustainability. The innovation also allowed the brand to eliminate single-use hangtags from the equation, creating a more sustainable retail consumer journey.
Execution
To create the design, both raw components and finished product were subjected to multiple rounds of testing, including heat resistance, stains, tensile strength, size, shelf-life and solubility, in order to ensure that each piece functions perfectly as a hang tag, whether on display in stores or stored in warehouses.
The result was a complete hang tag replacement that measures 1.75inx3.75in, and can wash 0.6kg of clothes.
Filipino retail brands come together to adopt Washtags and have begun using them.
The result was a complete hang tag replacement that measures 1.75inx3.75in, and can wash 0.6kg of clothes.
Filipino retail brands come together to adopt Washtags and have begun using them.
Results
The Washtag garnered an outpouring of support from the public, with 47.1M reach and 5.8 M total engagement. Top media outfits including Business World, Manila Bulletin and Rank celebrated the innovation, delivering P237.7M free media values, and 5669% ROI. The campaign reached hundreds of local and global influencers who lauded the innovation.
The Washtag is now being used by brands including Pinas Sadya, Style Isle, Happy Andrada, Two Chic Manila, and is currently being cascaded to other local brands from the Museum Foundation’s Maarte Fair, the country’s biggest local retail gathering.
In the Philippines alone, the Washtag can save up to 275M hang tags produced in a year, and 100B tags annually across the globe.
The Washtag is now being used by brands including Pinas Sadya, Style Isle, Happy Andrada, Two Chic Manila, and is currently being cascaded to other local brands from the Museum Foundation’s Maarte Fair, the country’s biggest local retail gathering.
In the Philippines alone, the Washtag can save up to 275M hang tags produced in a year, and 100B tags annually across the globe.
2025 Awards
Total Points: 60
Green Award
Credits
Agency
TBWA\SMP / Makati City
Client / Brand
Sixfifty Trading Corporation / Quezon City
Production Company
How's Evertyhing? / Makati City
Art Director
Poala Cerda
Angel Villanueva
Associate Creative Director
Kyla Caparas
Chief Creative Officer
Melvin Mangada
Copywriter
Ryan Caidic
Kyla Caparas
Jom Hernandez
Creative Director
Ryan Caidic
Director
Vince Belen
Executive Creative Director
John Ed De Vera
Producer
Mich Dela Cruz
Executive Producer
Bianca Bunagan
Vilma Niepes
UI Designer
Thei Javier
Accounts
Portia Catuira
Lyanne Llorca
El Haig
Noelle Segundo
Audio
Samuel Reyes
Camera Operator
Ram Ravis
Vince Abad
Hann Marcelino
Chief Technology Director
Eugene Valencia
Content Manager
Hann Marcelino
Jenina Torrente
Digital Producer
Earl Manansala
Final Art
Jon Tan
Planner
Rj Paculan
Jean Arboleda
Angel Morales
Gilliane Romilla
PR Director
Joel Quizon
Print producer
Teng Ropa
Print Production Assistant
Mark Rin
UX Director
Mark Baul
UX/Front End Engineer
Miggy Anover
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