The Brief

As the world's largest maker of stationaries, Faber Castell needed to brand themselves green. To spearhead this objective, is Faber Castell's Eco-Series. Our job was to create awareness for it.

Describe how the promotion developed from concept to implementation

To launch the Eco-Series, we didn't talk about eco-friendly benefits. We needed a way to cut through the norm. So we got nature to thank people for using the Eco-Series.

Describe the success of the promotion with both client and consumer including some quantifiable results

It is a little known fact that Faber Castell has been green since 1978. They recycle 88% of their waste, a number of factories self-generate heat and electricity. They plant 2 million trees a year, creating a neutral carbon footprint. These are just some of their achievements. Regrettably, these successes are little known outside the company. Their green stories remain untold. Until now. The Thank You Project, using the Eco-Series, starts that conversation. With positive responses received, the campaign has opened doors for Faber Castell. Come 2013, they plan to launch part 2 of The Thank You Project.

Explain why the method of promotion was most relevant to the product or service

To spread the message of thanks, we chose multiple channels. Outdoor posters let you enjoy the thank you. Exhibitions brought the thank you to the world. Through the web, you could even meet the trees. For a lucky few, they could take a thank you home. And a short film let us share the thank you everywhere.