When the City of Montreal took a major step toward its zero-waste 2030 goal by banning plastic bags in grocery stores, I was brought in by an agency to help spread the message, one tote at a time. I developed the wording and slogan for a simple, reusable bag designed to spark daily awareness and a sense of pride in making sustainable choices.

The tone was clean, rhythmic, and action-driven, perfectly suited for a campaign meant to live on shoulders as much as in minds.