Dentsu Indonesia, as the lead creative agency, initiated an impact-based innovative project with Samsonite named "Scholar Panel". This project offers aircraft noise pollution solutions by utilizing recycled luggage waste to mitigate the noise pollution effects from aircraft noise experienced by students in schools around Soekarno-Hatta International Airport.
Dentsu Indonesia's central role encompassed the entire process, from ideation, in-depth research, construction supervision, advertising strategy development, to public communication execution. This initiative stemmed from concerns about the learning conditions for students near Indonesia's busiest airport, who are daily exposed to noise levels exceeding WHO safety standards, thus risking hearing impairment and long-term health issues – clear examples of noise pollution effects. Dense air traffic is one of the main causes of noise pollution in this area.
Innovation Based on Recycling and Research
Through Samsonite's annual trade-in program, dentsu Indonesia directed the use of over 2,000 used suitcases—potentially landfill waste—for recycling. This recycled material became the main component of Scholar Panel, a noise-dampening panel carefully designed as a method for how to reduce noise pollution. Scholar Panel consists of layers of sound-deflecting materials, including 2 cm-thick recycled luggage panels, a Glass Fiber Reinforced Concrete (GFRC) board, and a steel frame.
Installing the panels at a precise 30° angle proved effective in deflecting sound waves from aircraft (flying at 6-7.5° angles) upwards, successfully reducing noise levels in classrooms by up to 40 dB. This demonstrates how to reduce noise level in classroom environments significantly. The project's execution was based on meticulous planning and extensive research involving collaboration with architects and acoustic consultants to ensure optimal noise reduction effectiveness.
Significant Impact and Recognition
The implementation of Scholar Panel brought significant change, transforming the learning environment for over 2,500 students. This success not only gained widespread recognition but also government support, with plans to expand the program to more schools. The campaign also achieved extraordinary media traction, generating PR value over IDR 975 million and 101 million total impressions.
Aldila Adininggar, Senior Marketing Communications Manager at Samsonite Indonesia, stated, "We believe traveling is not just about comfort, but also about creating positive impact. Partnering with dentsu Creative Indonesia enabled us to turn challenges into meaningful solutions. Their expertise from concept to execution was crucial in realizing Scholar Panel, transforming our trade-in program into a force for real community change".
Defri Dwipaputra, Executive Creative Director at dentsu Creative Indonesia, added, "Scholar Panel is proof of the power of collaboration and creative problem-solving. Our team did a deep dive to understand the challenge, conducting on-ground research and acoustic data analysis to find the best approach. Through rigorous ideation and prototyping, we developed one of the effective aircraft noise pollution solutions that not only recycles Samsonite luggage waste but also effectively mitigates the noise pollution effects. It's a perfect example of how cross-functional collaboration and strategic creativity can turn an urgent issue into tangible impact for students".
The success of Scholar Panel in improving learning environments also gained industry recognition. At Indonesia's largest advertising festival, Citra Pariwara 2024, the initiative won three Bronze awards, solidifying its status as a breakthrough innovation.