BLACK BAG

THE CHALLENGE

Greeks prefer “more” over “enough”: ordering extra, stocking up, and cramming our fridges until food spoils and ends up in the bin. But this cute “bad habit” feeds a bigger problem.

EDSNA and the Region of Attica wanted to tackle organic waste. Brown compost bins were the first step, but the real goal is shifting habits at the source. Because waste doesn’t start at the bin; it starts at the shelf.

THE APPLEFALL MOMENT

Part of the organic waste crisis lies in overshopping. The products we purchase “just in case” have a predestined future: they become waste the very moment we buy them.

THE SOLUTION

“Black bag” plays on a visual metaphor, signifying these products’ destiny.

Food, resources, and money; they all go to the trash unless we change.

THE RESULTS

Creativepool 2024 Shortlist | Golden Drum 2024: Shortlist | Shots EMEA: Shortlist | The One Show: 2nd Round