FUTURE LIONS

AKQA

BRIEF

ADVERTISE A PRODUCT OR SERVICE

FROM A BRAND OF YOUR CHOOSING IN A WAY

THAT WASN’T POSSIBLE FIVE YEARS AGO

MONOPRIX

BRAND

CONTEXT

MORE THAN HALF A CENTURY AFTER ITS BIRTH, PLASTIC GROCERY BAGS ARE

STILL COMMON TODAY FOR CARRYING DAILY GROCERIES FROM THE STORE.

CONTEXT

MORE THAN HALF A CENTURY AFTER ITS BIRTH, PLASTIC GROCERY BAGS ARE

STILL COMMON TODAY FOR CARRYING DAILY GROCERIES FROM THE STORE.

EACH YEAR MILLIONS OF PLASTIC GROCERY BAGS END UP AS LITTER IN THE

ENVIRONMENT. AND DUE TO THEIR DURABILITY, IT CAN TAKE CENTURIES FOR

THEM TO DECOMPOSE.

PROBLEMATIC

AS PEOPLE’S AWARENESS ABOUT THIS ENVIRONMENTAL THREAT CAUSED BY

PLASTIC BAGS ROSE, MONOPRIX STARTED ENCOURAGING CUSTOMERS TO

BUY REUSABLE CLOTH BAGS TO CARRY THEIR PURCHASES.

PROBLEMATIC

HOWEVER, MEANWHILE PEOPLE CONTINUE TO USE PLASTIC BAGS.

AS PEOPLE’S AWARENESS ABOUT THIS ENVIRONMENTAL THREAT CAUSED BY

PLASTIC BAGS ROSE, MONOPRIX STARTED ENCOURAGING CUSTOMERS TO

BUY REUSABLE CLOTH BAGS TO CARRY THEIR PURCHASES.

INSIGHTS

THE MAIN REASON PEOPLE ARE NOT USING MONOPRIX’S CLOTH BAGS IS THAT

THE DESIGNS ARE DULL AND MONOTONOUS .

(PEOPLE ACTUALLY EVEN TEND TO FEEL EMBARASSED CARRYING THEM.)

INSIGHTS

THE MAIN REASON PEOPLE ARE NOT USING MONOPRIX’S CLOTH BAGS IS THAT

THE DESIGNS ARE DULL AND MONOTONOUS .

(PEOPLE ACTUALLY EVEN TEND TO FEEL EMBARASSED CARRYING THEM.)

PEOPLE ARE BECOMING ECO – FRIENDLIER BUT THE RESULTS OF THEIR ECO-

INVESTMENTS ARE ONLY VISIBLE ON THE LONG TERM. IT’S DIFFICULT FOR

PEOPLE TO MEASURE THE VALUE OF THEIR CONTRIBUTIONS WHICH TENDS TO

BE DISCOURAGING.

SOLUTION

SO THE SOLUTION IS SIMPLE:

SOLUTION

SO THE SOLUTION IS SIMPLE:

WE WILL GIVE PEOPLE CLOTH BAGS WITH MORE INTERESTING DESIGNS.

SOLUTION

SO THE SOLUTION IS SIMPLE:

WE WILL GIVE PEOPLE CLOTH BAGS WITH MORE INTERESTING DESIGNS.

AND MORE IMPORTANTLY

SOLUTION

SO THE SOLUTION IS SIMPLE:

WE WILL GIVE PEOPLE CLOTH BAGS WITH MORE INTERESTING DESIGNS.

AND MORE IMPORTANTLY

WE WILL MAKE THE RESULTS THAT PEOPLE HELP BEING ATTAINED BY USING

THESE BAGS, VISIBLE.

SOLUTION

AND JUST ONE MORE THING:

SOLUTION

AND JUST ONE MORE THING:

TODAY, HUNDREDS OF THOUSANDS OF YOUNG GRAPHIC DESIGNERS ARE

LOOKING FOR OPPORTUNITIES TO PROMOTE THEMSELVES.

THROUGH WEBSITES, BLOGS AND SOCIAL NETWORKS THEY SPREAD THEIR

WORK THROUGH THE ONLINE WORLD.

SOLUTION

AND JUST ONE MORE THING:

TODAY, HUNDREDS OF THOUSANDS OF YOUNG GRAPHIC DESIGNERS ARE

LOOKING FOR OPPORTUNITIES TO PROMOTE THEMSELVES.

THROUGH WEBSITES, BLOGS AND SOCIAL NETWORKS THEY SPREAD THEIR

WORK THROUGH THE ONLINE WORLD.

BUT WHAT IF THEY HAD A CHANCE TO PROMOTE THEIR WORK OFFLINE, IN THE

REAL WORLD?

SOLUTION

SO CAN WE SAVE THE ENVIRONMENT BY HELPING THESE ARTISTS?

SOLUTION

INTRODUCING:

SAVEABAG.COM

SOLUTION

THE SAVEABAG.COM IS A PLATFORM WITH TWO FUNCTIONS:

SOLUTION

THE SAVEABAG.COM IS A PLATFORM WITH TWO FUNCTIONS:

1 TO PROMOTE THE WORKS FROM YOUNG GRAPHIC DESIGNERS.

SOLUTION

THE SAVEABAG.COM IS A PLATFORM WITH TWO FUNCTIONS:

1 TO PROMOTE THE WORKS FROM YOUNG GRAPHIC DESIGNERS.

2 TO VISUALIZE THE RESULTS OF USING CLOTH BAGS INSTEAD OF PLASTIC ONES.

SOLUTION

WE CHALLENGE DESIGNERS TO PROPOSE BEST GRAPHIC SOLUTIONS FOR CLOTH

BAGS.

SOLUTION

WE CHALLENGE DESIGNERS TO PROPOSE BEST GRAPHIC SOLUTIONS FOR CLOTH

BAGS.

THOUSANDS OF VOTES WILL CIRCULATE ON THE WEBSITE AND CONNECTED

SOCIAL MEDIA LIKE FACEBOOK AND TWITTER.

PERIODICALLY THE MOST BRILLIANT DESIGNS WILL BE CHOSEN AS CLOTH BAG

OF MONOPRIX. THIS WILL HAPPEN AS FREQUENTLY AS POSSIBLE TO MAXIMIZE

THE CHANCES OF THE PARTICIPATING ARTISTS.

SOLUTION

AND MORE IMPORTANTLY, WE WILL VISUALIZE HOW MANY PLASTIC BAGS ARE

SAVED EXACTLY BY USING THESE SPECIALLY DESIGNED CLOTH BAGS.

SOLUTION

AND MORE IMPORTANTLY, WE WILL VISUALIZE HOW MANY PLASTIC BAGS ARE

SAVED EXACTLY BY USING THESE SPECIALLY DESIGNED CLOTH BAGS.

COSTUMERS WILL BE ENCOURAGED TO REGISTER ON THE SITE TO ORDER THEIR

BAGS AND REGISTERING WILL BE SIMPLE AS SAVEABAG.COM ALLOWS SOCIAL

MEDIA PLUGINS.

SOLUTION

AND MORE IMPORTANTLY, WE WILL VISUALIZE HOW MANY PLASTIC BAGS ARE

SAVED EXACTLY BY USING THESE SPECIALLY DESIGNED CLOTH BAGS.

COSTUMERS WILL BE ENCOURAGED TO REGISTER ON THE SITE TO ORDER THEIR

BAGS AND REGISTERING WILL BE SIMPLE AS SAVEABAG.COM ALLOWS SOCIAL

MEDIA PLUGINS.

ONCE THEY REGISTER, A BAR CODE WILL BE PRINTED ON THEIR FIRST BAG THAT

WILL BE MAILED TO THEIR ADDRESS.

SOLUTION

EVERY TIME THEY PAY THEIR PURCHASES IN MONOPRIX, THE BAR CODE ON THE

BAG WILL BE SCANNED WHICH MEANS AT LEAST ONE PLASTIC BAG IS BEING

SAVED.

SOLUTION

EVERY TIME THEY PAY THEIR PURCHASES IN MONOPRIX, THE BAR CODE ON THE

BAG WILL BE SCANNED WHICH MEANS AT LEAST ONE PLASTIC BAG IS BEING

SAVED.

THE INFORMATION WILL AUTOMATICALLY UPDATE SOCIAL MEDIA STATUSES BY

MENTIONING HOW MANY BAGS WERE JUST SAVED.

SOLUTION

EVERY TIME THEY PAY THEIR PURCHASES IN MONOPRIX, THE BAR CODE ON THE

BAG WILL BE SCANNED WHICH MEANS AT LEAST ONE PLASTIC BAG IS BEING

SAVED.

THE INFORMATION WILL AUTOMATICALLY UPDATE SOCIAL MEDIA STATUSES BY

MENTIONING HOW MANY BAGS WERE JUST SAVED.

MEANWHILE ON SAVEABAG.COM, CUSTOMERS WILL SEE ONE PLASTIC BAG

ICON ADDED TO THEIR PERSONAL ACCOUNT. THIS WAY THEY CAN CLEARLY SEE

HOW MANY PLASTIC BAGS THEY SAVED SO FAR.

SOLUTION

MOST IMPORTANTLY, IN ORDER TO REALLY ENGAGE CUSTOMERS,

SAVEABAG.COM WILL HAVE A SCORE SYSTEM.

SOLUTION

MOST IMPORTANTLY, IN ORDER TO REALLY ENGAGE CUSTOMERS,

SAVEABAG.COM WILL HAVE A SCORE SYSTEM.

ONCE A CUSTOMER GAINS A SPECIFIC AMOUNT OF ICONS , CORRESPONDING

TO THE NUMBER OF PLASTIC BAGS SAVED, HE OR SHE CAN UNVEIL THE SECOND

CLOTH BAG WITH THE NEWEST GRAPHIC DESIGN.

(SO JUST LIKE IN VIDEO GAMES, PEOPLE CAN LEVEL UP BY INCREASING THEIR

SCORE.)

SOLUTION

MOST IMPORTANTLY, IN ORDER TO REALLY ENGAGE CUSTOMERS,

SAVEABAG.COM WILL HAVE A SCORE SYSTEM.

ONCE A CUSTOMER GAINS A SPECIFIC AMOUNT OF ICONS , CORRESPONDING

TO THE NUMBER OF PLASTIC BAGS SAVED, HE OR SHE CAN UNVEIL THE SECOND

CLOTH BAG WITH THE NEWEST GRAPHIC DESIGN.

(SO JUST LIKE IN VIDEO GAMES, PEOPLE CAN LEVEL UP BY INCREASING THEIR

SCORE.)

HUNDREDS OF DESIGN BAGS WILL BE AVAILABLE ON SAVEABAG.COM. THE

ONLY WAY TO GET THE NEWEST ONES IS BY FREQUENTLY USING THE CURRENT

ONES.

SOLUTION

SO SAVEABAG.COM GIVES YOUNG GRAPHIC DESIGNER THE TOOLS TO

PROMOTE THEMSELVES.

SOLUTION

SO SAVEABAG.COM GIVES YOUNG GRAPHIC DESIGNER THE TOOLS TO

PROMOTE THEMSELVES.

AND

WILL HELP OUR PLANET BY SYSTEMATCALLY DECREASING THE USE OF PLASTIC

BAGS.

CREDITS

Concept & Copy: Cheng Zhang

Concept & Art Direction: Marion Blatter