Shellmet: Japan's headgear from scallop shells

What do you think of this informative campaign, which shows how discarded scallop shells are being broken down to create protective helmets for humans? The visually appealing Shellmet helmets were developed to make use of the enormous amounts of wasted shells from Japan's favourite shellfish. The upcycling process involves mixing the broken-down shell pellets with recycled plastic, thus reducing the amount of new plastic being used and contributing to what the company hopes will be not just a local but a global solution. It's due to be trialled in spring 2023 among hundreds of Japanese fishermen in Sarufutsu Village, whose mayor says: "First, we plan to use them for fishermen and as disaster prevention equipment. Sarufutsu Village will continue to seek ways to realize a sustainable society, not limited to the use of Sarufutsu scallops.". While not by any means the only emerging 'eco-plastic', the branded 'Shellstic' composite meets current cost, sustainability and quality requirements. How does the ad and the eco-plastics movement overall strike you? A step in the right direction, or simply a new way of making us feeling better about over-consumption? Or do you simply want to get your hands on one of the shapely items, which come in five appealing colours including pastel pink?

Keywords: Shellmet, Shellstic, ecoplastics, Japanese culture, environment solutions, Japan shellfish, scallops, upcycling Japan, reducing new plastics, TBWA\HAKUHODO