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WELLINGTON, Monday: To help New Zealanders say no to short car trips, Clemenger BBDO and EECA have launched the Gen Less ShopPack, a sustainable, reusable shopping-bag-turned-backpack.

Clems ECD Brigid Alkema said: “It’s a simple, useful twist on the traditional bag design, repurposing the hand-held carry straps into shoulder straps, freeing you to walk, cycle, skate or scoot home.

“Transport is our country’s biggest carbon emitter. And one-third of all drives are under 2km. Too often we automatically jump in our cars to run errands or duck out for a quick top-up shop.

“But, with cold engines burning up to 40% more fuel, choosing to drive to pick up a loaf of bread burns more emissions than you might think.

“The Gen Less ShopPack is a life-hack designed to get people rethinking their attitudes toward taking the car every time. It’s a fun, liberating way to solve the dilemma of how to get your shopping home, while reducing your emissions.”

“Don’t be surprised to see thousands of people moving freely with mini-billboards full of shopping.”

Woven from 100% cotton, the Gen Less ShopPack is designed to take a decent sized shop, carrying up to 15 litres.

EECA marketing director Jo Bye said: “Cutting down on the amount of short car trips we take is a relatively easy win in terms of making a big difference, with a small impact on our lives.

“The Gen Less ShopPack is a genuine solution-based way to get our message out there. So, don’t be surprised if you see thousands of people moving freely with mini-billboards full of shopping.”

The Gen Less ShopPack is available in Countdowns in Grey Lynn (Auckland) and Newtown (Wellington).

Kiri Hannifan, Countdown GM of corporate affairs, safety & sustainability, said: “It’s an innovative and clever way to let customers know car emissions don’t have to be part of their lives.”

  • View the launch film here
  • View in-situ film here


Client: Energy Efficiency & Conservation Authority (EECA)
Creative Agency: Clemenger BBDO Wellington
Media: OMD
PR Agency: Hustle & Bustle
Bag Design: Ortega
Production: Fish and Clips
Director: Fraser Chatham

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