Big Bag Project

Some agencies launch with a party. Others with a boring press release. Jane The Agency decided to tell the world it existed by creating an unfeasibly large tote bag. Made in collaboration with cult fashion label Chip Chop (the precursor to Merchgirls), the XXXL bag measured a whopping 2 meters high and also doubled as a sleeping bag for large people and/or a baby elephant. But most importantly it was a demonstration that not all ideas are ads.

Photography: Macushla Burke
Styling: Hannah Chipkin