Our client, Heineken, asked us to create an environmental program for them and a tactical effort to launch it. This effort was to be executed at the point of sale.

Outdoor is the main media Heineken uses for its advertisements. So we decided to create a re-usable grocery bag out of non-recyclable discarded material from Heineken billboards. Each bag is unique in its design. The sewing pattern was placed randomly over the billboard’s graphics, creating inimitable design patterns. The material from old Heineken billboards was recollected, cleaned and taken to a local micro-enterprise of seamstresses. Finally, they were sold at supermarkets, boutiques, and at the brand’s website. The story behind each bag made them very appealing: a brand that recycles its own advertising material for Mother Earth’s benefit.

The Heineken Green Bags became an instant environmental and fashion statement. In fact, the Heineken Green Bags were featured and reviewed in Puerto Rico’s Fashion Week, the country’s most important fashion and design event. The media covered the story, producing free publicity for the brand. Most importantly, every time a consumer visits the supermarket or goes shopping with our bag, we have a walking billboard for the brand. It is an on-going project.