The Brief

Every year 5 million hectare forests come under axe to make paper, which is largely used for printing. In 2011, International Year of Forests, Samsung Printers set out to save paper to help our rapidly disappearing forests.

Creative Execution

The ultimate goal of Minus One Project was to make people adopt it as a habit. Minus One was a small action capable of producing huge results. To demonstrate the power of Minus One we reduced the font size of a classic novel by 1 to create Minus One Edition. The edition provided a hands on experience to people. The whole book became our message. It also had a long shelf life. Probably the longest. It encouraged people to adopt the idea while inspiring other publishers and authors to join the drive.

Describe the creative solution to the brief/objective.

We created a simple idea and introduced Minus One Project - Reduce the font size by 1. Save paper. Help the forests. It was a simple solution to a complicated problem. Unlike other social messages it didn't ask people to give up on anything. People felt empowered on knowing that they can help save forests even while doing their daily work. Minus One was adopted by organisation, institutes, schools and individuals. It changed the image of Samsung Printers and presented Samsung Printers as an eco-friendly company that talks smart solutions.

Results

Minus One Edition saved more than 350 000 paper sheets. 39 book titles are now available in Minus One edition. Over 150 000 people pledged to practice Minus One.