The problem – For the past few decades, heavy schoolbags have been the source of several major health problems for millions of Bangladeshi children. The heavy schoolbags are a result of a highly competitive education system that pushes students to study not only at school, but also at their homes and at private tuition. Good Luck Stationery, Bangladesh’s leading stationery brand, sat with orthopedic specialists and designs to solve this problem. The result – a schoolbag that balances the weight of its contents by evenly redistributing over the whole body, in turn maintaining proper body equilibrium. Equilibrium, a physics term, is a state in which opposing forces or influences are balanced. To simplify, imagine carrying heavy grocery bags with one hand, your body bends in the opposite direction to deal with the weight. When the bags are carried with both hands, your body balances the weight and doesn’t bend.

Advertising Agency:Grey, Dhaka, Bangladesh
Chief Creative Officer:Syed Gousul Alam
Creative Director:Mohammad Akrum Hossain
Art Director:Rifat Al Hasan, Shoriful Islam
Copywriter:Waleed K. Rajamiya
Illustrator:Esty Azizul Haque
Photographer:Javed Akter Suman
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