Lee Cooper: Never wasted

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

November, 2010


shatru's picture
101 pencils

brilliant idea! innovative in the category! Cheers

mercuriesan's picture
9 pencils

Love the idea. well executed...

CuriousPencil's picture
4225 pencils

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
553 pencils

You should start charging people. Nice coin.

Glut's picture
3937 pencils

Very simple, to the point, and clever

sirvan's picture
29860 pencils

I like this very much.


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

kleenex's picture
41086 pencils


jackblack's picture
2350 pencils

Well done. Not bad.

AdBuzzer's picture
1168 pencils

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
4225 pencils

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
1264 pencils

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

everartz's picture
7609 pencils

award winning!

| Everartz |

Vingy's picture
474 pencils

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
11 pencils

well done! where can I get one?

Ron Burgundy's picture
Ron Burgundy
1634 pencils

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
651 pencils

I love it...

Lazarus's picture
1536 pencils

Nice idea.

Madcracker's picture
13 pencils

Love d idea! Truly interactive stuff..!

Prakash Jayashanmugam's picture
Prakash Jayasha...
85 pencils

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


luispedromendezb's picture
104 pencils

mmm the idea??? the concept??

CuriousPencil's picture
4225 pencils

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
104 pencils

but the concept??

CuriousPencil's picture
4225 pencils

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
104 pencils

i dont understand.. confused..

CuriousPencil's picture
4225 pencils

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

luispedromendezb's picture
104 pencils

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
4225 pencils

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
209 pencils

I love their jeans as well

geraldanith's picture
97 pencils

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

bagusasik's picture
68 pencils

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

somecopywriter's picture
1113 pencils

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

excitedaboutdesign's picture
12 pencils

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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