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Never wasted

Published/Aired: 
November 2010
Description: 

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. 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 that can be 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 long-lasting and interactive but also conveyed the message in a fascinating manner. A surge in interest from patrons forced us to produce 100 times more bags than the initial production of 3,000 bags.

Advertising Agency: Happy Creative Services, Bangalore, India
Creative Director: Praveen Das, Kartik Iyer
Art Director: Viduthalai Raj
Copywriter: Athul
Illustrator: Vinayachandran
Designer: Viduthalai raj
Studio: Rama Krishna

Comments (32)

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Highest Rated

excitedaboutdesign's picture
excitedaboutdesign
Activity Score 12

Great way to get your clients interacting with the brand while promoting an eco-friendly attitude! I love to see designers pursuing eco-positive innovation take the high road by creating these "alternative-use potential" items, rather than falling into the trappings of green washing. Still, I would love to see a sustainable production certification on a product like this.

shatru's picture
shatru
Activity Score 101

brilliant idea! innovative in the category! Cheers

mercuriesan's picture
mercuriesan
Activity Score 9

Love the idea. well executed...

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Hardly new, but nicely done. I think you may have missed a trick with the 'never wasted' tagline though - what teen *wouldn't* want that as a T-shirt? I'd get your client to print up as many of those as you can, before someone else keys into the fact that it can be used by stoners laughing about themselves, the world and whatever else it is they're trying to forget.

writersblog's picture
writersblog
Activity Score 553

You should start charging people. Nice coin.

Glut's picture
Glut
Activity Score 3937

Very simple, to the point, and clever

sirvan's picture
sirvan
Activity Score 29860

I like this very much.

+++

"I love some things, and don't love some other things."

kleenex's picture
kleenex
Activity Score 43473

perfect.

jackblack's picture
jackblack
Activity Score 2350

Well done. Not bad.

AdBuzzer's picture
AdBuzzer
Activity Score 1174

Nice, but do you really think that anyone would cut out those things at home?? I'm afraid it's wishful thinking - the proper target group for such bags would be 5-year old children if anybody.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

What about Lee shoppers with 5-year old children?

Disagree that people wouldn't bring it home and try. They wouldn't do all of them, sure, but they'd either give one a go, or they'd keep the bag *because it'd be too nice to spoil*. Ergo, success.

abake's picture
abake
Activity Score 1264

Love it!
It's great fun, looks good, serves a purpose and helps the brand. What more could you ask for?

everartz's picture
everartz
Activity Score 7609

award winning!

| Everartz |

Vingy's picture
Vingy
Activity Score 474

Great idea. Maybe is not a new one but definitively it´s a way to get closer whit your clients while you spreed a message

Giovatto's picture
Giovatto
Activity Score 11

well done! where can I get one?

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

I think its creative, but if your going to say "Done" please post a link.....I hate being left out a lynching

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

I love it...

Lazarus's picture
Lazarus
Activity Score 1536

Nice idea.

Madcracker's picture
Madcracker
Activity Score 13

Love d idea! Truly interactive stuff..!

Prakash Jayashanmugam's picture
Prakash Jayasha...
Activity Score 85

fresh! new! great! creative! smart! -- Award Winning

..

luispedromendezb's picture
luispedromendezb
Activity Score 104

mmm the idea??? the concept??

CuriousPencil's picture
CuriousPencil
Activity Score 4225

It's about the 'mini magician' - the Harry Potter within us all. We hide in the brown bag that normally is associated with The Homeless, and we give it a home within. We allow ourselves to use sharp scissors, to have fun, if you will, to question the concept of not understanding, to have the courage to say "I don't belong. Explain, because I have an absent brain." It is, in essence, a personalised mirror, I strongly blahlieve. Hope this helps.

luispedromendezb's picture
luispedromendezb
Activity Score 104

but the concept??

CuriousPencil's picture
CuriousPencil
Activity Score 4225

The concept is about the shelf-life of European cheese. You just have to look a little harder to climb the stairs.

luispedromendezb's picture
luispedromendezb
Activity Score 104

i dont understand.. confused..

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Ever considered the building trade? Or helicopter piloting? I'm sure there's something out there for you.

luispedromendezb's picture
luispedromendezb
Activity Score 104

Yes I did. Both of them, in fact. The building trade was too physical for me. I always thought I was a thinker, you see. So I gave that up. On the other hand, the helicopter business didn't treat me well; people there were conceited and arrogant. Then my father said to me "Son, try the advertising business. There aren't many arrogant bastards there." It turns out, he was wrong.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Well good for your Dad, he was right about something: his son *can* put sentences together. Thought it would take longer to eke one out, but now you have, maybe you can keep them coming. Those monosyllables you used to spout are infuriating.

Klidesign's picture
Klidesign
Activity Score 209

cool
I love their jeans as well

geraldanith's picture
geraldanith
Activity Score 97

Lovely idea, it is fresh!! And to those who say, "Its done", pls post an effing link. Otherwise get outta here!!

bagusasik's picture
bagusasik
Activity Score 68

great idea... great art.... great design....love it

somecopywriter's picture
somecopywriter
Activity Score 1113

This makes me fall in love with design all over again. Awesomeness personified.

excitedaboutdesign's picture
excitedaboutdesign
Activity Score 12

Great way to get your clients interacting with the brand while promoting an eco-friendly attitude! I love to see designers pursuing eco-positive innovation take the high road by creating these "alternative-use potential" items, rather than falling into the trappings of green washing. Still, I would love to see a sustainable production certification on a product like this.

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