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, we 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 trash.

Surprised and elated at finding thoughtful innovation in an object least expected, the response from customers was immense. Word spread, footfall increased and the initial production of 3,000 bags went on to another 10,000. Within 24 hours of posting online, it generated tremendous buzz across social networking sites and advertising forums. The message still continues to spread from Lee stores today, while the bags silently serve a larger purpose of preventing volumes of unnecessary paper wastage.