Metro Design & Branding EVERY BAG HAS A STORY by Grey Singapore

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Singapore
Agency Grey Singapore
Art Director Raymond Chan, Marcus Lim
Producer Bobby Koh
Photographer Adrian Chen
Illustrator Doublexuan
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: METRO
Product/Service: METRO STORY BAG
Chief Creative Officer/Executive Creative Director: Ali Shabaz (Grey Singapore)
Associate Creative Director/Copywriter: Joseph Cheong (Grey Singapore)
Art Director: Marcus Lim (Grey Singapore)
Art Director: Raymond Chan (Grey Singapore)
Illustrator: Doublexuan
Group Account Director: Ong Ai Mai (Grey Singapore)
Account Executive: Linda Avriani (Grey Singapore)
Advertising/Promotion Manager: Veronica Lee (Metro)
Producer: Bobby Koh (Grey Singapore)
Photographer: Adrian Chen (Calibre Pics)
Media placement: Promotional Item Design - Metro Outlets - 28 April 2012

Describe the brief from the client

Metro is a departmental store with a strong green conscience. Until now, all its eco-skewed campaigns target the adults. Metro believes it is time for the next generation of shoppers to think green. Metro wanted kids to learn and care for the environment.

Describe the challenges and key objectives
Millions of Metro paper bags are produced every year. Sadly, a huge number of them are discarded after a one-time usage. If Metro were to do something for the environment, it would have to start here.

Describe how you arrived at the final design
Metro Story Bags - Metro knows that children learn best when they are having fun. So it created a series of paper bags specially for kids. Functional carriers one minute - Fun activity books the next.

Each bag could be turned into a colouring book. Each book came with its own story and a simple environmental message. By reinventing the shopping bag, Metro took the old adage of ‘recycle and reuse’ and gave it new life.

Give some indication of how successful the outcome was in the market
Metro’s ‘story bags’ were very well-received. This simple colouring activity brought families together and Metro’s green cause closer to everyone.