Brief Explanation

Metro Story Bags - Metro knows that children learn best when they are having fun. So it created a series of paper bags specially for kids. Functional carriers one minute. Fun activity books the next. Each bag could be turned into a colouring book. Each book came with its own story and a simple environmental message. By reinventing the shopping bag, Metro took the old adage of 'recycle and reuse' and gave it new life.

The Brief

Metro is a departmental store with a strong green conscience. Until now, all its eco-skewed campaigns target the adults. Metro believes it is time for the next generation of shoppers to think green. Metro wanted kids to learn and care for the environment.

How the final design was conceived

Millions of Metro paper bags are produced every year. Sadly, a huge number of them are discarded after a one-time usage. If Metro were to do something for the environment, it would have to start here.

Indication of how successful the outcome was in the market

Metro's 'story bags' were very well-received. This simple colouring activity brought families together and Metro's green cause closer to everyone.