Dentsu Indonesia and Samsonite have collaborated to introduce 'Scholar Panel,' an innovative solution that reduces noise pollution in schools near Soekarno-Hatta Airport. This sustainable solution is created by repurposing discarded luggage waste.
Dentsu Creative Indonesia and Samsonite introduce sustainable innovation to reduce aircraft noise for school children
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Students' learning environment transformed
The Challenge
In Jakarta, Indonesia, over 2,500 students at schools near Soekarno-Hatta Airport are exposed to harmful aircraft noise every day. According to WHO standards, the noise levels are life-threatening, as they can cause hearing loss and long-term health damage.
The Solution
As part of its annual trade-in program, Samsonite partnered with Kamal 09 Elementary School to repurpose over 2,000 discarded suitcases that would otherwise contribute to landfill waste. The material is used to produce Scholar Panel, noise deflection panels designed to transform waste into a practical solution—reducing noise pollution and creating a more conducive learning environment for students.
Dentsu Indonesia is the lead creative agency behind this impact-driven innovation, leading ideation to execution, conducting in-depth research, supervising the build, developing the advertising strategy, and driving PR communications.
Scholar Panel consists of layered, noise-deflecting materials, including 2 cm-thick recycled luggage panels, a Glass Fiber Reinforced Concrete board, and a steel frame. Installed at a precise 30° angle, the panels effectively deflect noise from airplanes flying at 6–7.5°, redirecting sound waves upwards and reducing classroom noise levels by up to 40 dB. The execution was meticulously planned, with extensive research conducted in collaboration with architects and acoustic consultants to ensure optimal noise reduction.
The Results
Since its implementation, Scholar Panel has made a significant impact, transforming the learning environment of over 2,500 students, gaining widespread recognition and attracting government support.
Following its success, the Indonesian government has pledged to expand the program to more schools in Jakarta and nationwide. The campaign has also achieved remarkable media traction, generating over 975 million IDR of PR value and 101 million total impressions.
Innovating to Impact
Scholar Panel is a testament to the power of creative problem-solving and collaboration. Our team immersed themselves in understanding the challenge—conducting on-ground research to analysing acoustic data to uncover the best possible approach. Through rigorous ideation and prototyping, we developed a solution that not only repurposes Samsonite’s discarded luggage but also effectively mitigates noise pollution. It’s a perfect example of how cross-collaboration and strategic creativity can turn a pressing issue into a tangible and meaningful impact for students.
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Dentsu Creative Indonesia: Samsonite's Scholar Panel
2,500+ students near Jakarta airport exposed to harmful noise daily. Samsonite repurposes suitcases into Scholar Panels, reducing noise pollution.