Transport is New Zealand’s biggest carbon emitter. And, 1/3 of all drives are under 2km. Too often Kiwis automatically jump in their 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.
To help New Zealanders say no to short car trips, EECA is launching the ‘Gen Less ShopPack’. A sustainable, reusable shopping-bag-turned-backpack. 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.
Says Brigid Alkema, executive creative director, Clemenger BBDO: “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.”
Woven from 100% eco-friendly cotton, the Gen Less ShopPack is designed to take a decent sized shop, carrying up to 15 litres.
Says Jo Bye, marketing director, EECA: “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 currently available for a limited release in Countdowns in Grey Lynn, Auckland and Newtown, Wellington.
Says Kiri Hannifan, general manager of corporate affairs, safety and sustainability, Countdown: “It’s an innovative and clever way to let customers know car emissions don’t have to be part of their lives.”
Client: Energy Efficiency & Conservation Authority (EECA)
Creative Agency: Clemenger BBDO Wellington
PR Agency: Hustle & Bustle
Bag Design: Ortega
Production: Fish and Clips
Director: Fraser Chatham