#002
Lock&Peel™ meets
Kazoo Sato
「FASTAID」
- TBWA\HAKUHODO / Executive Creative Director
- Kazoo Sato
Water and nutorition are separated into two bags incorporated into a single package. When you squeeze the package , the water and nutrition are mixed together. The system is easy to use, even for children. Kazoo Sato has made this Lock and Peel™ technology into a product aimed at resolving a social issue under the name of FASTAID.
＊FASTAID is the name of the prototype. The name may be changed.
Application of package technology to resolve a social issue
I listened to a lecture on the various advanced technologies owned by Mitsui Chemicals. Before thinking about the project, I studied the meaning of the existence of Mitsui Chemicals in society. In other words, it was a process of learning about the brand’s purpose.
I thereby discovered three purposes: firstly, to build a sustainable society through innovations, secondly, to resolve issues in society, and thirdly, to establish itself as a company that is needed in the global community.
Defining these three purposes as benchmarks in seeking an idea and the design of the creative item, I began by seeking the issues.
At the team meeting, I learned that clean water and nutrition are often not both available at the same time when a natural disaster occurs or in refugee camps. I thought that the delivery of packages containing them both could help resolve this problem in these areas.
FASTAID is based on a package made of Lock & Peel™ resin. It preserves two different contents in a single package, and they can be mixed in a single operation at the time of consumption. The distinguishing aspect of this resin technology is that it is capable of holding and preserving two different things.
The point behind the idea of this project is to evolve it into an attractive product.
Attractiveness does not mean a good appearance. It is the significance of the product. My goal was to provide some significance of existence by devising an idea.
I selected a design that is intuitively understood and a bright color symbolizing vitamins in order to reassure everyone who looks at it. The product is still at the prototype stage, but we are commencing talks with the relevant associations in a bid to develop it into a project constituting part of Mitsui Chemicals’ CSR activities. We will continue our efforts to create a technology for a sustainable society.
- Concept of FASTAID
- Rough draft
- Structure of package
- SUNTORY「3D on the Rocks」
(From Kazoo Sato’s works) - QUIKSILVER「TRUE WETSUITS」
(From Kazoo Sato’s works)
About the material
Developed by Du Pont-Mitsui Polychemicals Co., Ltd., Lock & Peel™ resin is a new material that produces either a complete seal or an easy-to-peel feature depending on the heat sealing temperature at the time of manufacturing the package. Films made of Lock & Peel™ resin are used for the innermost layer (or sealant) of the package, and are sealed to each other. They have an easy-to-peel feature at a broad low temperature range, from 120 to 160 degrees Celsius, while having a complete seal feature at a high temperature range, specifically around 180 degrees Celsius and above.
With these features, the material is increasingly used for packages that have two separate compartments, for food and cosmetics.
A two-compartment bag refers to a form of packaging where two different contents are packed in a single unit.
Traditionally, such bags have been produced by inserting a film made of a different material into the portion that is to be peeled, or by coating the portion with a material that inhibits the heat seal. For this reason, they were perceived as a special type of package that is troublesome and costly to manufacture.
However, Lock & Peel™ resin allows two-compartment bags to be easily produced by changing the heat sealing temperature, thereby reducing costs. It is highly regarded due to its numerous advantages, including freedom of package design.
For example, some cosmetic products require two ingredients to be mixed before use.
If they were mixed from the start, the active ingredients would deteriorate or lose their freshness.
When going out or traveling, users had the hassle of carrying two packages.
With Lock & Peel™, two different contents can be separately preserved in a single package, and they can be mixed together in a single operation at the time of use.
This provides users with a pleasant experience of change caused by mixing the two different contents. It is highly rated as a new package with experience value.
In its application for food, it withstands hot fillings and sterilization by boiling. By storing different contents in a single package, it delivers the flavors of food and seasoning to the fullest degree and helps prolong the expiration date and reduce food losses. New studies on it are currently in progress.
Apart from this, other studies are being conducted on using the package embodying the universal design concept in the form of mixing through a single operation in many applications.
Lock & Peel™ resin is ideal for purposes such as two-compartment bags and peeling and opening part of a package.
We believe that unprecedented unique products may be produced from it depending on the ideas. We hope that you will touch and feel a sample of the material.
- Kazoo Sato / TBWA\HAKUHODO executive creative director
- Born in Yokohama in 1973, Kazoo Sato is an executive creative director for TBWA HAKUHODO.
He has won at least 150 domestic and overseas awards with his Big Idea that transcends the framework of media.
He has been named as a member of the jury for several international advertising awards, including the film category of the Cannes Lions International Festival of Creativity. He was a Creator of the Year medalist. 
- CD／Kazoo Sato
- C／Naoto Ichikawa, Tetsuya Umeda
- AD+D／Yoshihiro Kono
- Creative Technologist／Masashi Matsukura
- Photo／Takahiro Kojima
- Retouch／Jun Miyamoto
- PR／Fusae Yoshikawa
- Printing/art factory.co.ltd
COMMENT
Du Pont-Mitsui
Polychemicals
In this project, Kazoo Sato and other members from TBWA HAKUHODO paid attention to the functions of Lock & Peel™ resin and proposed the very interesting idea of making it into customer value based on its functionality, and into a solution to a social issue. We believe that in areas that require nutritional supplementary food for protein, vitamins and other nutrition as well as clean water and in any emergency and disaster situation, two-compartment bags made of Lock & Peel™ resin will provide an effective means of resolving the issue quickly and directly. It will bring us the greatest pleasure if the resin we have developed helps resolve the food problems attributable to population growth, economic disparity and various conflicts, or if it is helpful to people around the world facing difficulty following disasters due to climate abnormality and other factors. Going beyond this project, we will work to commercialize this idea into a practical product.