2020 Winner

CASE SUMMARY

Challenges and Objectives
Around the world, over one million single-use plastic bags are used every minute – most of which are filled once then discarded. East West Market, a popular Vancouver grocery store known for organic food and local produce, wanted to help customers remember reusable bags in a way that would stick with them.

Insights and Strategy
Vancouver is known as an environmentally conscious city. If you’re seen with a plastic bag you might get an eye roll or two.

Execution
Agency partner Rethink added to the shame of carrying plastic by redesigning East West’s bags to make them look like they came from other, more embarrassing stores. If customers forgot their reusable bags, they would be forced to take one that read “Dr. Toews' Wart Ointment Wholesale”; “The Colon Care Co-op”; or “Into the Weird Adult Video Emporium.” On top of on-the-street embarrassment, the plastic bags acted as a take-home reminder to bring a reusable bag next time.

Results
During and after the campaign, 96% of customers brought reusable bags instead of plastic. But, it didn’t stop there. Once the story broke, the local grocery store sparked an international conversation. It was picked up by national publications like Huffington Post Canada, The National Post, The Globe and Mail and Daily Hive, as well as international publications like The New York Times, People, NPR, The Guardian and The Telegraph. The idea was even championed by celebrities like Kevin Bacon, Stephen Fry, Jessica Hische, and George Takei.

By adding a dose of shame to the traditional plastic bag, East West drastically reduce plastic bag use in-store and help people around the world think twice about single-use plastic.

Credits

Executive Creative Director: Ian Grais, Chris Staples
Creative Director: Leia Rogers
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