Future Lions 2012 - Monoprix - saveabag.com

1. FUTURE LIONS
AKQA

2. BRIEF
ADVERTISE A PRODUCT OR SERVICE
FROM A BRAND OF YOUR CHOOSING IN A WAY
THAT WASN’T POSSIBLE FIVE YEARS AGO

3. BRAND
MONOPRIX

4. CONTEXT
MORE THAN HALF A CENTURY AFTER ITS BIRTH, PLASTIC GROCERY BAGS ARE
STILL COMMON TODAY FOR CARRYING DAILY GROCERIES FROM THE STORE.

5. 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.

6. 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.

7. 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.
HOWEVER, MEANWHILE PEOPLE CONTINUE TO USE PLASTIC BAGS.

8. 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.)

9. 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.

10. SOLUTION
SO THE SOLUTION IS SIMPLE:

11. SOLUTION
SO THE SOLUTION IS SIMPLE:
WE WILL GIVE PEOPLE CLOTH BAGS WITH MORE INTERESTING DESIGNS.

12. SOLUTION
SO THE SOLUTION IS SIMPLE:
WE WILL GIVE PEOPLE CLOTH BAGS WITH MORE INTERESTING DESIGNS.
AND MORE IMPORTANTLY

13. 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.

14. SOLUTION
AND JUST ONE MORE THING:

15. 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.

16. 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?

17. SOLUTION
SO CAN WE SAVE THE ENVIRONMENT BY HELPING THESE ARTISTS?

18. SOLUTION
INTRODUCING:
SAVEABAG.COM

19. SOLUTION
THE SAVEABAG.COM IS A PLATFORM WITH TWO FUNCTIONS:

20. SOLUTION
THE SAVEABAG.COM IS A PLATFORM WITH TWO FUNCTIONS:
1 TO PROMOTE THE WORKS FROM YOUNG GRAPHIC DESIGNERS.

21. 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.

22. SOLUTION
WE CHALLENGE DESIGNERS TO PROPOSE BEST GRAPHIC SOLUTIONS FOR CLOTH
BAGS.

23. 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.

24. SOLUTION
AND MORE IMPORTANTLY, WE WILL VISUALIZE HOW MANY PLASTIC BAGS ARE
SAVED EXACTLY BY USING THESE SPECIALLY DESIGNED CLOTH BAGS.

25. 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.

26. 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.

27. 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.

28. 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.

29. 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.

30. SOLUTION
MOST IMPORTANTLY, IN ORDER TO REALLY ENGAGE CUSTOMERS,
SAVEABAG.COM WILL HAVE A SCORE SYSTEM.

31. 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.)

32. 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.

33. SOLUTION
SO SAVEABAG.COM GIVES YOUNG GRAPHIC DESIGNER THE TOOLS TO
PROMOTE THEMSELVES.

34. 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.

35. CREDITS
Concept & Copy: Cheng Zhang
Concept & Art Direction: Marion Blatter