Below is our favourite idea from DDB's pitch-winning 'Joyful by Design' Kmart deck. We conceived both the territory and this idea, beating 10+ agencies in the process.
Did you know that Australians discard over 150,000 km of Christmas wrapping paper every year? That’s enough to circle the earth’s equator four times. So we came up with a solution based on the universal insight that every Christmas present begins its journey in a shopping bag.
Kmart created shopping bags that turn into Christmas wrapping paper.
Through a data-led campaign, we used biodegradable materials to design these shopping bags to fit most purchases when converted to wrapping paper — so that every Australian could shop greener in the lead up to Christmas.