Title | MINUS ONE PROJECT |
Brand | SAMSUNG |
Product / Service | SAMSUNG PRINTERS |
Category | B01. Corporate Information |
Entrant | CHEIL WORLDWIDE Gurgaon, INDIA |
Entrant Company: | CHEIL WORLDWIDE Gurgaon, INDIA |
DM/Advertising Agency: | CHEIL WORLDWIDE Gurgaon, INDIA |
Name | Company | Position |
---|---|---|
Varun Arora | Cheil Worldwide | Executive Creative Director |
Shiva Kumar | Cheil Worldwide | Creative Director |
Dinkar Porwal | Cheil Worldwide | Creative Director |
Kamlesh Jangid | Cheil Worldwide | Art Director |
Subhasis Bhatacharjee | Cheil Worldwide | Art Director |
Vishal Sagar | Cheil Worldwide | Copywriter |
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.
The ultimate goal of Minus One Project was to make people adopt it as a habit. We did office contact programs and did seminars in offices, colleges and schools. 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 and promised a long shelf life. Probably the longest. It encouraged people to adopt the idea while inspiring other publishers and authors to join the drive.
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.
73 Organisations and schools adopted the idea. Over 150 000 people pledged to practice Minus One. Minus One Edition saved more than 350 000 paper sheets. 39 book titles are now available in Minus One edition. Samsung Printers got a lot of positive buzz on social network, blogs, news channels, newspapers and other media.