WWFジャパンとchart projectの協同制作による「OCS認証取得オリジナル手ぬぐい」の企画・クリエイティブディレクション・デザイン・イラストレーションを担当しました。本商品はWWFジャパン公式オンラインショップで発売中です。
chart projectは、社会課題のグラフをもとにアート作品の制作や、ワークショップ、展覧会を行う活動です。代表の藤田は理事・Creative Directorとして参加しています。
Original tenugui hand towel with Organic Content Standard certification, produced in collaboration with WWF Japan and chart project.
tegusu was in charge of planning, creative direction, design and illustration. This product is now on sale at WWF Japan's official online shop.
tegusu was in charge of planning, creative direction, design and illustration. This product is now on sale at WWF Japan's official online shop.
The chart project is a general incorporated association that produces artworks and holds workshops on the theme of social issues. tegusu's representative Fujita participates in the chart project as a board member and Creative Director.
手ぬぐいには、水資源の過剰な利用や汚染の影響を受け、1970年から2018年までの約50年間で83％減少してしまった淡水域の生物のグラフをもとに、アートワークが描かれています。右肩下がりに減少していくグラフとは対照的に、絶滅の危機にある淡水の生物たちが、自然の摂理の中で、前を向き今を生きる姿が、力強く描かれています。
特に淡水域に大きな環境負荷を与えている「コットン生産」を持続可能にしていくため、WWFジャパンではOCS認証を取得し、身近な製品を通じて消費者への普及啓発を促しています。
※OCS認証：原料の収穫から製品の出来上がりまで、すべての過程を追うことのできるサステナブル・コットンの国際認証
WWFジャパンとchart projectでは、OCS認証を持つ商品の一つとして、この手ぬぐいが水資源や生物多様性について考えるきっかけになれば、という想いから協同開発商品生まれました。
The artwork on the tenugui hand towels is based on a graph of freshwater organisms that have declined by 83% in the 50 years from 1970 to 2018 due to the effects of overuse and pollution of water resources. In contrast to the graph, which shows a steady decline, the artwork powerfully depicts freshwater species in danger of extinction, looking forward and living in the present, within the natural order of things.
In order to ensure the sustainability of cotton production, which places a particularly heavy environmental burden on freshwater areas, WWF Japan has acquired Organic Content Standard certification and promotes awareness of water issues through familiar products.
Organic Content Standard: An international certification for sustainable cotton that traces all processes from the harvesting of raw materials to the finished product.
WWF Japan and the chart project have collaborated to develop the tenugui, one of the products certified under the Organic Content Standard, in the hope that it will encourage people to think about water resources and biodiversity.
In order to ensure the sustainability of cotton production, which places a particularly heavy environmental burden on freshwater areas, WWF Japan has acquired Organic Content Standard certification and promotes awareness of water issues through familiar products.
Organic Content Standard: An international certification for sustainable cotton that traces all processes from the harvesting of raw materials to the finished product.
WWF Japan and the chart project have collaborated to develop the tenugui, one of the products certified under the Organic Content Standard, in the hope that it will encourage people to think about water resources and biodiversity.
作品に同封されたリーフレットには、淡水域の生物の生育環境や、水のサスティナビリティについて説明が加えられています。
The leaflet enclosed with the hand towel adds an explanation of the habitat of freshwater organisms and water sustainability.
Client : WWF japan（公益財団法⼈世界⾃然保護基⾦ジャパン）＆ chart project
Planning : chart project
Planning, Art Direction, Design, Illustration : Masaomi Fujita / tegusu, chartproject
chart projectのWEBサイトに、開発の経緯に関するインタビュー記事も掲載されていますので、ぜひ覗いてみてください。
https://www.chartproject.org/column/talk/e7d3935aa92b
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