Companies want to dress The creative people in charge of conveying this current trend are racking their brains to avoid falling into clichés - just like car manufacturers.
Jeans manufacturer Lee wanted an innovative solution that will show its affiliation to current trends. eco-friendlyand spread the message to their clients. To emphasize the message in a fun and effective way, the guys from the Indian agency Happy Creative Services, Bangalore, wanted to go a little further than the old-fashioned recycled paper bag.
The bag Never wasted ‘never lost'. was what they came up with. A shopping bag that can be reused in one way or another. For fun for some, for functionality for others, but in the end none of the cardboard goes in the trash.
A similar idea occurred to some Spanish kids from an advertising school for the reuse of IKEA packaging boxes, an idea that was later copied by a studio. for real.
The end result: customer interest in the bag meant that 100 times more bags had to be produced than the original 3,000 that made up the campaign.
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 Publication: November 2010
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