Global audio equipment manufacturer, JBL has launched its ‘Rap your gift’ audio gifting portal, in support of a global sustainability initiative to reduce the use of gift wrapping paper.
In conjunction with the annual Earth Week and Earth Day last week, the initiative aims to raise awareness around wrapping paper waste and encourage more sustainable gift giving, especially amongst younger individuals.
Conceptualised and created by creative agency BLKJ Havas, which has partnered with JBL on regional creative and advertising duties since November 2022, the initiative encourages consumers to replace wrapping paper with rap songs.
Accessible via the official website, individuals can select an exclusive rap for the person they are looking to send a gift to. Thereafter, a hyperlink to the rap is generated which can be sent to the recipient directly. Consequently, eliminates the use of physical wrapping paper entirely.
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In the spirit of the Earth Day 2023 theme ‘Invest in our planet’, the campaign highlights the global issue of wrapping paper waste and emphasises reducing the usage of primarily decorative paper resources.
According to research provided by JBL, close to four million tons of wrapping paper waste is produced each year which is equivalent to approximately 40 million trees. With the significant opportunities available to educate consumers around the impact of their daily habits and redirect their actions towards more economical solutions, this initiative could have a greater impact on the environment.
‘Rap your gift’ is an exciting new initiative that is completely aligned with JBL’s wider sustainability goals, said Grace Koh, who is the vice president and general manager of consumer audio at JBL APAC.
“It uses music, a core part of our brand’s DNA, to come up with a creative, tangible solution to a real big problem. We hope to save many trees with the power of music,” Koh added.
MARKETING-INTERACTIVE has reached out for more information.
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