Lee Jeans wanted an innovative solution that would display their affiliation towards eco-friendly initiatives and spread the message amongst their customers. The 'Never Wasted' shopping bag can be reused in many ways. Some for fun, some for function, but nothing gets trashed. Not only did this make the idea long-lasting and interactive, but it also conveyed the message in a fascinating manner. Response to the bag was immense: word spread, footfall increased and production of the bags went from 3,000 to 10,000. The message continues to spread from Lee stores, while the bags prevent unnecessary waste.