THE WORLDS MOST SUSTAINABLE TOTE BAG

TitleTHE WORLDS MOST SUSTAINABLE TOTE BAG
BrandSTOREBRAND
Product/ServiceSTOREBRAND SUSTAINABLE FUNDS
Category G05. Cultural Insight
Entrant PER HøJ Oslo, NORWAY
Idea Creation PER HøJ Oslo, NORWAY
Production TANGRYSTAN Oslo, NORWAY
Post Production TANGRYSTAN Oslo, NORWAY
Credits
Name Company Position
Øyvind Waage Per Høj Creative Director
Mads Rønold Per Høj Copywriter
Patrik Bergfjord Per Høj Planning Director
Vilde Løvaas Per Høj Project Manager
Sverre Midttun Per Høj Account Director
Eiliv Gunleiksrud Per Høj Creative Director Design & Digital
Ellinor Larson Per Høj Designer
Gro Larsson Per Høj Planner
Sondre Røe Tangrystan Director
Erik Holm Tangrystan Producer
Beate Tangre Tangrystan Producer
Lottie Smith Tangrystan Production Manager
Thomas Grotmol Tangrystan Editor
Didrik Bråthen Tangrystan Grade
Martin Iversen Tangrystan Online
Charlotte Hillestad Storebrand Brand Director
Linn Johansson Storebrand Brand manager

Write a short summary of what happens in the film

A young woman is sitting in the grass thinking, while a voice over talks about sustainable living. Half way through the film, the voice over introduces the worlds most sustainable tote bag, and the young woman is showing the (imaginary) tote bag and demonstrates how to use it.

Please tell us about the cultural insight that inspired the work

The most visible sustainable choices people make aren't necessarily the most effective ones. Tote bags, with or without messages about 'sustainable living', 'ecology', 'earth-friendly' etc. have become extremely popular showpieces in the nordic countries for people aged 18-35. The sad fact though, is that most tote bags must be used hundreds of times (numbers varying from 700 to 20.000) to be as sustainable as a plastic bag. Investing in sustainable funds on the other hand, is one of the most effective sustainable choices consumers can make. The only catch is that no one sees that you have done it. That's why Storebrand, with a twinkle in the eye, launched an imaginary tote bag, that everyone who invested in their sustainable funds could order. (when they did, they received a text message saying that it was delivered on their doorstep.) Links to the webpage (Norwegian) attached.