2016 California Prop 67 would require grocery stores to charge 10¢ for disposable plastic bags. It was commonly referred to as the plastic bag ban, and was championed by numerous environmental groups. The goal for this project was to reach young voters age 18-35 who may not think of themselves as environmentalists.
Green is the color most commonly associated with environmental causes. It's used here with a hot pink to help differentiate from other environmental campaigns and to feel fresh for a younger audience. Semi-ironic catchphrases and riffs on take-out bags play into the retro feel of the color palette, and bold, fresh typeface Cubano accents this perfectly.