The file is temporarily not accessible. Please try later!


The current file is MB in size and your download remaining (MB) is not sufficient.

Your monthly download limit(150MB) will reset 12:01 a.m. GMT on the 1st of each month.


Considering bandwidth cost, WELOVEAD provides limited free download service.

Please notice the following before downloading the file.

Befor Download MB
File size MB
After download MB


Due to busy traffic of our server for this moment, please wait seconds before you are able to download again.

Give Bag

Industry: Retail & Distribution
Media:Design & Branding
Style: Minimalism
Executive Creative Director:
Creative Director:
Art Director:
Account Supervisor:
Account Manager:
Other credit:Global Chief Creative Officer: Alexander Schill
Creative Managing Partner Germany: Matthias Harbeck
Artist VfX & Animation: Robert Csakvari
Senior Motion Designer: Hendrik Sommerfeld
Licensor of testimonial “Günter Kastenfrosch”: Bavaria Media GmbH
Brand strategy: Sasserath Munzinger Plus GmbH
Media Agency: OMD Germany
Online Media Strategy: REWE Digital
D&AD Award-winning PENNY ‘Give Bag’ Campaign From Serviceplan Encourages Shoppers to Recycle

Munich, 9th May 2018 - In an effort to change the habits of millions of shoppers at PENNY stores in Germany, the ‘Give-Bag’ campaign provides an incentive for consumers to be more environmentally-conscious by offering a discount with each purchase.

‘Give Bag’ won a coveted Wood Pencil at the D&AD Awards in London in April, in the direct category:

The single use of shopping bags is a serious environmental problem in our society. However, before now, there was no reward system in Germany for consumers who reuse their shopping bag. Serviceplan came up with a clever way of encouraging shoppers to reuse their bags every time they shop at PENNY. As a reward for protecting the environment by purchasing and reusing the Penny ‘Give-Bag’, customers who save 10 Cents every time they bring their own bag. As an added incentive which benefits the local community, PENNY donates an additional 10 cents to local social organizations each time a customer reuses their ‘Give-Bag’.

Within 2 weeks of launching the ‘Give-Bag’, the 600,000 bags produced had sold out, with PENNY customers saving a total of 70,000 EUROS and the equivalent amount being donated to local social organizations, whilst the environment was spared 710,000 disposable bags. The campaign was so well received by the German media that it even became a a topic of discussion in Parliament.

The target audience were PENNY clients in Germany who are always interested in saving money, and the ‘Give-Bag is the first bag that makes saving natural resources affordable for everyone.
Latest Updated