People are more likely to use reusable bags that fit their personal aesthetic, but focusing too heavily on social media’s volatile trend cycles can be risky for a newer brand like BAGGU.
BAGGU can make more impact on consumers by combining social activations with more traditional, longer-lasting OOH advertising,
BAGGU makes it easier to go green by combining sustainability and fashion.
Recycling is in.
BAGGU makes sustainable fashion for everyday use. We chose to focus on their line of reusable bags made using recycled nylon.
Phase 1
OOH Takeover
Start by covering billboards and other out of home ads in nylon fabric with BAGGU's distinct style.
Phase 2
Message reveal
A message reflecting BAGGU's mission will be revealed by stripping off pieces of the fabric.
Phase 3
The full story
Finally, all of the fabric is removed to reveal the whole message– BAGGU has recycled the fabric used in their ads to create a special collection of reusable bags.
Final Look
Limited edition collection rollout
Phase 4
Social media will announce the availability of limited edition bags made from the recycled advertising material.
Posts will work in the same way as the OOH, with the grid working as the 'reveal'.
Art Director: Emily Hoppie in her bag