SM Prime Holdings: SM Eco Bag

This case study describes how SM Supermalls, a chain of shopping malls in the Philippines, raised public awareness about plastic bags being a danger to the environment and encouraged the adoption of more eco-friendly shopping bags by turning them into art objects.

SM Prime Holdings: SM Eco Bag

Agency: Interpublic Group

Creative effectiveness

The Philippines is at the forefront of the adverse effects of climate change. Since 2000, typhoons have cost the Philippines more than $3 billion in damage to property and have taken some 13,000 lives. Flooding is one of the most devastating calamities a typhoon brings, yet its cause is really something more mundane and man-made – plastic bags.

A common packaging in stores, people give no thought to the disposal of plastic bags and to the fact that they are the single biggest cause of drainage system failure and...

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