Grocery store chain Pxmart always trumpeted the values of being “affordable and down-to-earth,” but in the eyes of Taiwan’s young people, it was an old and unstylish brand. They also felt that saving money was an outdated concept. How could we bring the Pxmart spirit of frugality into the personal lives of young people?

We hired ten professional fashion accessory designers to hand-craft fashion bags, utilizing only used Pxmart plastic grocery bags. They made a Tote Bag, Bucket Bag, Clutch Bag, Tassel Bag, Braided Bag… 8 different bags, each in a limited edition of 100 each.

In April of 2016:

? Week 1: Launch. On mass media, including television/internet/OOH/newspapers/magazines, the Pxmart Fashion Bag Collection was unveiled, seizing the attention of young Taiwanese.

? Week 2: Real-world Experience. We opened a Fashion Bag Concept Store, offering a first-hand experience and the chance to buy the bags.

? Week 3: Touring Exhibition/Online Sales. Exhibiting the bags all over town in a glass display truck, we also sold them online.

? Week 4: “Fashion Bag Classroom.” When the limited-edition collection had sold out, we introduced a series of DIY videos on YouTube and our Facebook fan page, extending the popularity of the campaign.