| Title | THE RAG BAG |
| Brand | UNIFORMS FOR THE DEDICATED |
| Product/Service | SHOPPING BAG |
| Category |
C02. Point of Sale & Consumer Touchpoints |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Joel Ekstrand |
Ddb Stockholm |
Art Director |
| Nick Christiansen |
Ddb Stockholm |
Copywriter |
| Fredrik Simonsson |
Ddb Stockholm |
Art Director |
| Magnus Jakobsson |
Ddb Stockholm |
Copywriter |
| Katarina Bäcklund |
Ddb Stockholm |
Account Director |
| Linus Östberg |
Ddb Stockholm |
Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Leif Blondell |
Ddb Stockholm |
Graphic Designer |
| Jojo Brännström |
Ddb Stockholm |
Digital Director |
| August Björnberg |
Ddb Stockholm |
Digital Developer |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Gustav Hamdal |
Ddb Stockholm |
Planner |
| Haris Badic |
Ddb House |
Editor |
| Simon Strand |
Simon Strand PR |
PR |
| Fredrik Wikholm |
Uniforms for the Dedicated |
Creative Director/co founder |
| Victor Persson |
Uniforms for the Dedicated |
Marketing Director |
Brief Explanation
Uniforms For The Dedicated is a Swedish menswear brand that have a business model based on a more sustainable fashion: The opportunity to rent a suit instead of buying and the fact that they’re using recycled fibers for new collections are two examples of how this is practiced. This is a standard they have set for themselves, and also one that they want to set for the whole fashion industry.
The Brief
Uniforms For The Dedicated is a Swedish menswear brand that have a business model based on a more sustainable fashion: The opportunity to rent a suit instead of buying and the fact that they’re using recycled fibers for new collections are two examples of how this is practiced. This is a standard they have set for themselves, and also one that they want to set for the whole fashion industry.
How the final design was conceived
We wanted to find a way to make our consumers engage with this issue - a way that was so easy to use that you could not NOT go ahead and act. We started thinking about how you shop, and what is the one thing that unites every shopper, not regarding style, taste or income level. We landed on the one thing every shopper needs - the shopping bag.
The shopping bag is the ultimate symbol for the “take, make, waste”-mentality. You buy something, and you bring it home. The insight came from the thought that if you've bought something new, you surely have something old to donate.
With the insight of one in, one out we decided to design the shopping bag so it transforms from the vessel of one in, to the vessel of one out.
Indication of how successful the outcome was in the market
When you buy something new, you can donate something old – The Rag Bag is the shopping bag that becomes a channel for donations. Every garment sold in the Uniforms For the Dedicated store gets put in a Rag Bag. At home, remove the new garment, flip the bag inside out and insert an old garment. The bag is now a postage vessel, pre-addressed and sealed, with the postage paid for. Put it in the post box and it will go to Stockholm City Mission where another cycle will be added to its life.
The pilot project included 600 bags, out of which over 300 has been utilized to recycle garments. Average purchase have increased with 123%, total sales with 157% and returning customers have increased with 225% compared to last period.
We also initialized an e-commerce solution where any brand that wanted could order The Rag Bag to use within their business. This has produced over 1.100.000 declarations of interest from national and international businesses, and major publications have reported on it.
The Rag Bag proves that a small, but significant, design modification of a product that we otherwise take for granted can cause transformation and create change.