Innocean USA has taken a different approach to its holiday outreach this year, opting to replace traditional mailed cards with a plant-based alternative tied to environmental recovery efforts in Los Angeles.
Innocean USA is the U.S. arm of Innocean Worldwide, a global marketing and communications network founded by Hyundai Motor Group, providing integrated advertising, brand strategy, digital, and experiential services for automotive and non-automotive clients, with offices across major U.S. markets including Los Angeles and New York.
The initiative, titled the “Discard Project,” swaps printed holiday mailers for seed-paper cards that are being placed in areas affected by recent wildfires, including neighborhoods such as the Palisades and Altadena. The cards are made from biodegradable paper embedded with seeds of native wildflowers suitable for Los Angeles County, designed to break down naturally and support regrowth over time.
Instead of receiving a physical card, recipients are sent an email explaining the concept behind the project. The message includes an AI-generated time-lapse video that visualizes the paper decomposing and wildflowers emerging in the months ahead.
As part of the effort, Innocean USA is also making a donation in each recipient’s name to Plant Community LA, supporting ongoing wildfire recovery and replanting initiatives across the region.
