UNPLASTIC BAG

TitleUNPLASTIC BAG
BrandMCDONALD'S PHILIPPINES
Product / ServiceGOLDEN ARCHES DEVELOPMENT CORP. (MCDONALD'S PHILIPPINES)
CategoryB02. Promotional Item Design
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Production TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Chino Jayme TBWA\SANTIAGO MANGADA PUNO Copywriter
Gaby Abrahan TBWA\SANTIAGO MANGADA PUNO Copywriter
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Art Director
Julian Vinzon TBWA\SANTIAGO MANGADA PUNO Art Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Designer
Julian Vinzon TBWA\SANTIAGO MANGADA PUNO Designer
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
Miele Dungo TBWA\SANTIAGO MANGADA PUNO Account Supervisor
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO Print Producer
Romar Quiroz TBWA\SANTIAGO MANGADA PUNO Final Art
Vince Belen TBWA\SANTIAGO MANGADA PUNO Editor
Elisha Pablo TBWA\SANTIAGO MANGADA PUNO Editor
Kyle Chu TBWA\SANTIAGO MANGADA PUNO Editor
Sunny Lucero TBWA\SANTIAGO MANGADA PUNO Agency Producer
Michelle Dela Cruz TBWA\SANTIAGO MANGADA PUNO Agency Producer

Background

Boracay, Philippines, has long been hailed as one of the most beautiful islands in the world. Because of decades of overtourism, it has transformed from a paradise to a cesspool. The average person on the island produces 2.25 kg of trash every day. In 2018, the government imposed a 6-month closure for the island’s rehabilitation. Upon the island’s reopening, McDonald’s wanted to educate both tourists and locals about the importance of minimizing their plastic waste by introducing a lifestyle change. Through this one small act, each person could potentially contribute to the continuous restoration of the island.

Describe the creative idea (40% of vote)

McDonald’s was aware of its environmental impact on the island. As they joined the campaign to rehabilitate the island, the McDonald’s Un-Plastic Bags were created -- beach bags that served as the symbol of their commitment to promoting a culture of sustainability, not just in their stores, or on the island, but wherever the environment needed a helping hand. The brand wanted their customers to unlearn their dependence on single-use plastics and to develop a mindfulness that they will carry out by themselves, making better choices for the environment anywhere they may go.

Describe the execution (40% of vote)

McDonald’s innovative use of its logo’s iconic arches to redesign the bag’s handles made it easily recognizable because of its unique feature. Distributed on the opening day of their stores, each bag turned hundreds of customers into supporters of the sustainable movement taking shape on the island.

List the results (20% of vote)

Mcdonald’s has succeeded in becoming one of the brands leading the campaign for a cleaner Boracay. Approximately 20,000 single-use plastics are being used at the brand’s restaurant every month. Since the reopening of the branch located in the island last October 2018, almost 50, 000 single-use plastics have been reduced.