I therefore went back to the drawing board, and to give me inspiration I decided to look more into the packaging, and why it is so special. I went to http://www.tetrapak.com/Pages/default.aspx to have a look into the way the packaging is made and to discover what the layers are, as Neil had told us how much of each material there is in the package.
Also I wanted to know about the environmental parts of this packaging. So to do a bit a research into what I will be showing. Using the website above I was able to find out about the recycling of the different materials that are used to make the Tetra Pak, for example they recycle the card part of the carton into paper, and then reuse it. With regards to the Aluminium and Polyethelene the website tells the viewer about what happens to it and where, for example:
Aluminium and polyethylene recovered from the repulping process can also be recycled in a variety of ways:
In Italy polyethylene and aluminium are used for the production of a new plastic material, Ecoallene® *, developed by Leccepen company. This is a practical and resistent material, supplied in granules and ready to be used in several applications of plastic moulding industries. Read more at www.ecoallene.com
In Germany polyethylene and aluminium are used as catalysts for cement kilns. The mixture of polymers and aluminium is fed into the kilns as an alternate form of fuel, usually displacing coal. The process of generating energy leaves the aluminium oxidized. Aluminium oxides are also the result of heating bauxite, a necessary constituent of cement manufacturing. This saves on other raw materials.
(http://www.tetrapak.com/environment/recycling_and_recovery/aluminium_and_polyethylene/pages/default.aspx)
I the emailed Neil with 2 other ideas to see what he would think and which one he would prefer:
1. I have made up a storyboard for you to look at.Basically, it begins with a field, the camera will pan down into the earth where the water is, it will then get extracted somehow, and the extracted water will spill out onto the ground, where vines will begin to grow.The vines will keep growing and inter-twining until they begin to make a bowl shape. The water then begins to fill up the bowl, which then means the vines will keep growing, until the vines make a perfect orb shape, they will tighten, so nothing can get in or out of the orb. It will then solidify making the orb on the bottle, then the bottle will fade in, move to the left and these words will appear "Perfectly Pur and Protected".
2. This next idea I have not yet finished my storyboards, but I wanted to ask you what you think before hand.This idea is to show the layers of the bottle and how the water is protected. so it will begin with the bottle the camera will then zoom in on the bottle, then it will enter it and it will show each layer, until it gets to the water, where the viewer will see no impurities just some bubbles, with little light showing what is happening. The camera will then zoom out quickly showing the bottle again, and then the words will appear "Perfectly Pure and Protected".
His response to this was:
Hi Marie,
I just picked up your e-mail - it's been a pretty full on day for me...I've not looked at the storyboard yet as I'm on my mobile, but reading the ideas, they sound great & both have real merit. Ultimately it'll depend on your execution. The strapline certainly works either way and whichever you choose will convey something of Aquapax fundamental integrity.If I had to express a preference, then as the actual spring is over 100 metres below ground, and whichever way you show the earth the water comes from, people may well still make the connection with 'dirty soil' - so for this reason, the package (2nd) option will probably be an easier item (in my mind) to get around without distorting the reality...I can also help you find a suitable graphic on one of TetraPak's websites (I've seen it before but not sure where) which show the different layers for you.I'll be in my office in the morning & look at this straight away. I'll then text you to ensure you're available to speak before trying one of your numbers.Sorry I can't do it before the morning.
Regards Neil
He also phoned me to make sure I understood his email, where basically he was guiding me towards the second idea, because as he said simple is better, and so I decided to go with the second idea and work on that one to make my final piece.
He then sent me a link that explained each of the layers, which then helped me with what I was trying to do: http://www.tetrapakrecycling.co.uk/tp_structure.asp
This really helped me because I had the actual layers at which the packaging is made out of, I therefore had to take my own photos of each of the materials, the materials being:
- Paperboard
- Aluminium
- Polyethelene
