In October 2015 the plastic carrier bag charge came into effect. There was uproar at the thought of having to pay for a bag whenever you went shopping, and even remembering to take one in the first place quickly became a nuisance.

Over the next few months at Absolute, we soon realised that whenever we stepped out for lunch at least one of us had forgotten the very same bag we’d paid for the day before, so we gave in and bought another one.

Over 60 orange Sainsburys bags had been collected until we realised that something had to be done. Utilising our brand colour we spotted a solution which would remind us to not only take a bag, but also act as a feature in our studio.

M.Y Role: Lead Creative
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Agency: Absolute

Creative director: Simon Allman

Photographer: Mark Holland