2020 Winner

CASE SUMMARY

Everyone forgets their reusable bags on occasion. Around the world, more than one million plastic bags are believed to be used every minute. Working with Rethink, the independent grocer East West Market redesigned its bags to look as though they came from fake stores they would be embarrassed to shop at (such as a colon care clinic, an ointment store and a “weird” adult video store) with the goal of getting customers to think twice about settling for a single-use bag at checkout. With no media spend, the stunt garnered international media attention, earning more than 200 million impressions. And the campaign’s goal of reducing waste was also achieved, with 96% of customers claiming to now bring a reusable bag to the store.

Credits

Creative Director: Leia Rogers, Chris Staples, Ian Grais
Art Director: Sheldon Rennie
Designer: Sheldon Rennie
Writer: Thom Peters, John Eresman
Print Producer: Kerry Bhangu
Strategist: Darren Yada
Amplification Strategist: Aliz Tennant, Samantha Cheng
Account Services: Tianna Fung