50,000 kits, nobody to explain.

PETRONAS gave these plantable kits away at service stations across Malaysia in 2021. Nobody would be there to explain them, so the kit had to explain itself.

Brief something like this

50,000plantable kits, made and packed for one campaign

Client: PETRONAS
Year: 2021
Market: Malaysia
Handover: Free giveaway at service stations
In each kit: Plantable pen and pencils in a kraft tube, seed-paper notepad, cotton drawstring bag
Finish: The brand's teal livery

The problem.

A giveaway at a fuel station gets a few seconds of attention. Most of it ends up in a glovebox. The campaign wanted something people would actually use, then plant, then remember.

The catch was scale and distance. Fifty thousand people, in another country, with no one from the brand or from bioQ standing next to them. Every instruction had to be on the pack itself.

Every pencil names its own seed.

What was in the kit.

Each pencil named its own seed, marigold or spinach, and the tube carried a four-step planting guide. The bag kept the kit together on the drive home.

The kit laid out: bag, tube, notepad, pen and pencils — The full kit

A plantable pen and pencil set in a printed kraft tube — Pen and pencils, in a tube

50,000kits made and packed

4steps to plant, printed on every tube

2seeds named on the pencils: marigold and spinach

0people needed to explain it

Film

A pen that ends in a pot.

Write with it until it's short, then plant the end. The seed capsule does the rest.

A film of a LuxeInk plantable pen from the collection, not of this campaign.

What scale takes

Fifty thousand of anything.

Artwork, once. One approved design, printed across tubes, notepads and bags so every kit matches.
Seeds that travel. Seed capsules sealed into each pencil so they reach the far end of the supply chain ready to grow.
Shipping abroad. Plantable pieces carry seeds, so we check what each country allows before we quote. What ships where