Lee in India launched a shopping bag with a difference in November 2010, a bag that can be reused in many ways. The shopping bag was designed to demonstrate the jeans brand’s affiliation with eco-friendly concerns, and spread the message among customers. 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. Word spread, interest surged and the initial production of 3000 bags went on to another 10,000.
The Never Wasted campaign was developed at Happy Creative Services, Bangalore, by designer/art director Viduthalai Raj M, copywriter Athul CT, creative directors Praveen Das and Kartik Iyer, illustrator Vinayachandran T, account executive Neelima Kariappa, studio head Rama Krishna.