Problem // Consumption of plastic bags is an increasing global environmental issue. Accordingly to the EPA (US Environmental Protection Agency), about 500 billion to billiard plastic bags is consumed worldwide every year. Each bags is used on average 12 minutes, but they remain in our oceans, parks, forests, and shores for thousands of years. Plastic bags are expensive, polluting and entirely unnecessary. On June 1, 2017, new legislation stated that all stores in Sweden are obliged to inform the customers of the negative impact plastic bags have on the environment. This is a step in the right direction, however, plastic bags are still a huge environmental issue for our planet.
Solution // We, the consumers, are the ones who carry and use plastic bags, which is why we are also responsible for the environmental problems they cause. In this campaign, the focus is to emphasize the concept of “responsibility”, and the graphics components are aimed directly towards this theme. A simple canvas bag highlighted in the campaign so that “responsibility” functions as a separate and unique brand, a brand that relies on a standpoint and a concept that further can be developed.