Friday, March 4, 2011

Lee: Practising what they preach

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, Lee went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag – a bag that can be used and reused in one way or another. Some for fun, some for function, but nothing ever goes into the bin. Not only did this make the idea longer-lasting and interactive, but also conveyed the message in a fascinating manner.

This is a fantastic example of ‘practising what you preach’ it takes the ‘green’ message and delivers it in a new way whilst creating talk ability at the same time. The execution matches the brand’s fun & edgy personality and further, demonstrate a great use of owned media sets.

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