Brief Explanation

Communicating the message in an interesting and interactive manner, and contribute to awareness about Lee's initiatives and increase footfall.

The Brief

With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers.

How the final design was conceived

To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag – a bag that can be used and reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea longer-lasting and interactive, but also conveyed the message in a fascinating manner.

Indication of how successful the outcome was in the market

The customers were pleasantly surprised to find remarkable innovation in an object least expected. The response that followed was immense. Within 48 hours of its release, the bag went viral on major social networks. It was also featured as the pick of the day in over 25 leading design and advertising websites, including 2nd spot in Adcritic’s coveted ‘Pick of the day’. Consequently, footfall increased and the initial production of 3000 bags went on to another 10,000. The message still continues to spread from the Lee stores today, while the bags have prevented volumes of unnecessary paper wastage.