Clemenger BBDO and EECA team up to cut carbon emissions

Transport is our country’s biggest carbon emitter. And, 1/3 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 percent 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. 

To help with the launch EECA employed the help of Clemenger BBDO Wellington.

“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,” says Brigid Alkema, Executive Creative Director at Clemenger BBDO.

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

“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,” says Jo Bye, Marketing Director at EECA.

The Gen Less ShopPack is currently available for a limited release in Countdowns in Grey Lynn, Auckland and Newtown, Wellington. 

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


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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