Aeron, made with ocean-bound plastic
Art Direction
A reintroduction of the iconic Aeron Chair, made with ocean-bound plastic (OBP). This material innovation will keep the equivalent of 15 million plastic bottles out of the ocean. The campaign combined product-focused content, and OBP explainer content to drive awareness.
To emphasize the launch as a brand-level initiative, an animated Herman Miller recycle logo was used as a consistent graphic element throughout the campaign.
The ocean-bound plastic awareness portion of the campaign featured “trash portraits” to help consumers see themselves in the global plastic problem.
Incorporating recycled materials into an established (and iconic) product, is no easy feat—making the documentation of process essential.
There’s more variation, pellet to pellet. It’s not a matter of swapping out the pellets and going from recycled to virgin. Understanding how to accommodate that wider variation is the art of doing this. It’s a nontrivial exercise.
Gabe Wing, director of sustainability at Herman Miller
Full article from fast company here.
An interview with Don Chadwick helped supplement the campaign—discussing sustainable design, material innovation, and the process of designing Aeron.
Sustainability—did we think about it much? We did, with the expectation that it had to do with longevity.
Don Chadwick
