Never wasted

Agency Network: 
November 2010
Lee Cooper:  Never wasted
Lee Cooper Direct Ad -  Never wasted


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 that can be reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea long-lasting and interactive but also conveyed the message in a fascinating manner. A surge in interest from patrons forced us to produce 100 times more bags than the initial production of 3,000 bags.

Direct advertisement created by Happy Creative Services, India for Lee Cooper, within the category: Fashion.

Advertising Agency: Happy Creative Services, Bangalore, India
Creative Director: Praveen Das, Kartik Iyer
Art Director: Viduthalai Raj
Copywriter: Athul
Illustrator: Vinayachandran
Designer: Viduthalai raj
Studio: Rama Krishna
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Highest Rated

Lazarus's picture

Nice idea.

Activity Score 1537
Creative Director
shatru's picture

brilliant idea! innovative in the category! Cheers

Activity Score 101
mercuriesan's picture

Love the idea. well executed...

Activity Score 9
CuriousPencil's picture

Hardly new, but nicely done. I think you may have missed a trick with the 'never wasted' tagline though - what teen *wouldn't* want that as a T-shirt? I'd get your client to print up as many of those as you can, before someone else keys into the fact that it can be used by stoners laughing about themselves, the world and whatever else it is they're trying to forget.

Activity Score 4199
writersblog's picture

You should start charging people. Nice coin.

Activity Score 551
Glut's picture

Very simple, to the point, and clever

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
sirvan's picture

I like this very much.

Activity Score 29856


"I love some things, and don't love some other things."

kleenex's picture


Activity Score 58777
Web Designer/Developer
jackblack's picture

Well done. Not bad.

Activity Score 2366
Art Director
AdBuzzer's picture

Nice, but do you really think that anyone would cut out those things at home?? I'm afraid it's wishful thinking - the proper target group for such bags would be 5-year old children if anybody.

Activity Score 1172
Marketing Manager |

CuriousPencil's picture

What about Lee shoppers with 5-year old children?

Disagree that people wouldn't bring it home and try. They wouldn't do all of them, sure, but they'd either give one a go, or they'd keep the bag *because it'd be too nice to spoil*. Ergo, success.

Activity Score 4199
abake's picture

Love it!
It's great fun, looks good, serves a purpose and helps the brand. What more could you ask for?

Activity Score 1262
RMG Connect Colombia
everartz's picture

award winning!

Activity Score 7613
Art Director |

| everartz |

Vingy's picture

Great idea. Maybe is not a new one but definitively it´s a way to get closer whit your clients while you spreed a message

Activity Score 474
Copywriter at Advance
Giovatto's picture

well done! where can I get one?

Activity Score 11
Creative Director at Paramus, New Jersey |
twitter: @GiovattoAd

Ron Burgundy's picture

I think its creative, but if your going to say "Done" please post a link.....I hate being left out a lynching

Ron Burgundy
Activity Score 1626
Art Director at Southern California
Prasad Weerasekara's picture

I love it...

Prasad Weerasekara
Activity Score 657
Lazarus's picture

Nice idea.

Activity Score 1537
Creative Director
Madcracker's picture

Love d idea! Truly interactive stuff..!

Activity Score 13
Art Director at Ogilvy
Prakash Jayashanmugam's picture

fresh! new! great! creative! smart! -- Award Winning

Prakash Jayasha...
Activity Score 111
Creative Director at quirkee |


luispedromendezb's picture

mmm the idea??? the concept??

Activity Score 104
CuriousPencil's picture

It's about the 'mini magician' - the Harry Potter within us all. We hide in the brown bag that normally is associated with The Homeless, and we give it a home within. We allow ourselves to use sharp scissors, to have fun, if you will, to question the concept of not understanding, to have the courage to say "I don't belong. Explain, because I have an absent brain." It is, in essence, a personalised mirror, I strongly blahlieve. Hope this helps.

Activity Score 4199
luispedromendezb's picture

but the concept??

Activity Score 104
CuriousPencil's picture

The concept is about the shelf-life of European cheese. You just have to look a little harder to climb the stairs.

Activity Score 4199
luispedromendezb's picture

i dont understand.. confused..

Activity Score 104
CuriousPencil's picture

Ever considered the building trade? Or helicopter piloting? I'm sure there's something out there for you.

Activity Score 4199
luispedromendezb's picture

Yes I did. Both of them, in fact. The building trade was too physical for me. I always thought I was a thinker, you see. So I gave that up. On the other hand, the helicopter business didn't treat me well; people there were conceited and arrogant. Then my father said to me "Son, try the advertising business. There aren't many arrogant bastards there." It turns out, he was wrong.

Activity Score 104
CuriousPencil's picture

Well good for your Dad, he was right about something: his son *can* put sentences together. Thought it would take longer to eke one out, but now you have, maybe you can keep them coming. Those monosyllables you used to spout are infuriating.

Activity Score 4199
Klidesign's picture

I love their jeans as well

Activity Score 209
Graphic Designer
geraldanith's picture

Lovely idea, it is fresh!! And to those who say, "Its done", pls post an effing link. Otherwise get outta here!!

Activity Score 97
Art Director
bagusasik's picture

great idea... great art.... great it

Activity Score 68
Art Director
somecopywriter's picture

This makes me fall in love with design all over again. Awesomeness personified.

Activity Score 1113
Copywriter at Boomtown
excitedaboutdesign's picture

Great way to get your clients interacting with the brand while promoting an eco-friendly attitude! I love to see designers pursuing eco-positive innovation take the high road by creating these "alternative-use potential" items, rather than falling into the trappings of green washing. Still, I would love to see a sustainable production certification on a product like this.

Activity Score 12
Sustainability Consultant at Wilson Works
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