MCMPR partnered with Anya Hindmarch to launch the Universal Bag in Australia - a global sustainability initiative reimagining the everyday shopping bag. In collaboration with Woolworths, the campaign brought Anya’s mission for circular design to the Australian market, championing progress over perfection in the fight against single-use plastic. MCMPR delivered viral campaign achieving 112.3 million reach and $1.96 million in EMV across print, broadcast, online and social media channels.