This document outlines Mega Image's plan to transform their reusable shopping bags. They challenged Romanian artists and designers to create graphic designs for the bags around themes of nature, city life, and Romanian patterns. Over 300 designs were submitted. Popular voting and a jury selected the winning designs. The goal was to make the bags a memorable and desirable accessory to build Mega Image's brand and differentiate them from competitors. The designed bags would then be available for purchase.

1. 26/05/2015 |1
MEGA IMAGE SHOPPING
BAG
ARTISTS’ SIGNATURE
MEGA CHIC by Mega Image

2. 26/05/2015 |2
OUR TASK
MEGA IMAGE CHALLENGED ROMANIAN ARTISTS AND
DESIGNERS TO RECREATE THE (RE-USABLE) SHOPPING BAG
AND THUS TO TRANSFORM IT IN A ‘MUST-HAVE’ AND
MEMORABLE SHOPPING BAG.

3. 26/05/2015 |3
OUR TARGET GROUPS
MEGA IMAGE CLIENTS: URBAN, MEDIUM TO HIGH EDUCATION
AND INCOME, WHITE COLLARS. THEY APPRECIATE AND INVEST
IN A QUALITY LIFESTYLE.
DIGITAL INFLUENCERS: WELL-KNOWN ARTISTS AND
DESIGNERS ACTIVE IN SOCIAL MEDIA, FASHION BLOGGERS
COMMUNITY, WELL-KNOWN BLOGGERS.

4. 26/05/2015 |4
OUR OBJECTIVES
BUILD AND CONSOLIDATE QUALITY RELATIONS WITH
CONSUMERS
CREATE RELEVANT DIFFERENTIATON FOR MEGA IMAGE
BRAND VS. COMPETITORS

5. 26/05/2015 |5
THE COMPETITION

6. 26/05/2015 |6
WE CHALLENGED A WIDE GROUP OF CREATIVE PEOPLE,
ARTISTS AND DESIGNERS TO PROPOSE THEMATIC
GRAPHICS FOR MEGA IMAGE SHOPPING BAG LAYOUT.
OUR PEOPLE WERE MAINLY FROM:
ADVERTISING I FASHION I ARCHITECTURE I PHOTOGRAPHY I
FILMMAKING I GRAPPHIC DESIGN I INTERIOR DESIGN

7. 26/05/2015 |7
THE OPEN BRIEF CHALLENGED PARTICIPANTS TO CREATE
WORKS AROUND 3 MAIN THEMES:
NATURE [100% GREEN ENERGY, FRESH PRODUCTS]
NAME: ECO ATTITUDE
CITY LIFE [CONTEMPORARY PRODUCTS]
NAME: CULT URBAN
ROMANIAN PATTERNS [GUSTURI ROMANESTI OWNED
BRAND]
NAME: CREATII ROMANESTI

8. 26/05/2015 |8
CONTEST LAUNCH

9. 26/05/2015 |9
MEDIA AND KOLS RELATIONS
DM TO KEY BLOGGERS AND ARTISTS
DM – INVITATION TO KEY BLOGGERS AND KOLS
IN-STORE COMMUNICATIONS
POSTERS CAMPAIGN IN UNIVERSITIES IN BUCHAREST

10. 26/05/2015 |10
VOTING

11. 26/05/2015 |11
BLOGGERS ENGAGEMENT
WE CHALLENGED CRISTINA MAZILU (FOOD AND LIFESTYLE
BLOG) AND ANA MORODAN (FASHION BLOG)

12. 26/05/2015 |12
WINNERS &
FOLLOW-UP

13. 26/05/2015
OVER 300 VALID LAYOUTS
|13

14. 26/05/2015 |14

15. 26/05/2015 |15
THE JURY
TRUSTEE OF MODERN ART GALLERY, GALLATECA – ROXANA GIBESCU
ELLE MAGAZINE FASHION DIRECTOR – DOMNICA MARGESCU
PHOTOGRAPHER (FASHION & ADVERTISING) – COSMIN GOGU
MEGA IMAGE MARKETING DIRECTOR – ADRIAN NICOLAESCU

16. 26/05/2015 |16
WINNERS
Popularity
CREATII ROMANESTI URBAN CULT ECO ATTITUDE

17. 26/05/2015 |17
CAMPAIGN STRATEGY &
COMMUNICATION
BAGS COLLECTION ARRIVAL

18. 26/05/2015 |18
PHASE 1:
PRE-
LAUNCH
PHASE 2:
CONTEST LAUNCH
AND ARTIST WORK
PHASE 3:
VOTING
PHASE 4:
WINNERS &
FOLLOW-UP
PHASE 5:
BAGS COLLECTON
ARRIVAL
June 2015
POSITIONING THE PRODUCTS AS A COOL, “MUST
HAVE” AND MEMORABLE SHOPPING BAGS

19. 26/05/2015 |19