Title | REBIRTH AFTER READING |
Brand | FRIENDS OF NATURE |
Product / Service | FRIENDS OF NATURE |
Category | A06. Promotional Items |
Entrant | CHEIL Beijing, CHINA |
Entrant Company | CHEIL Beijing, CHINA |
Advertising Agency | CHEIL Beijing, CHINA |
Name | Company | Position |
---|---|---|
Jacky Lung | Cheil China | Executive Creative Director |
Shengxiong Chen | Cheil China | Creative Director |
Wei Xu | Cheil China | Copywriter |
Tingting Zhang | Cheil China | Copywriter |
Jacky Lung | Cheil China | Copywriter |
Shengxiong Chen | Cheil China | Art Director |
Heyi Zhang | Cheil China | Art Director |
Yujie Ma | Cheil China | Art Director |
Yong Ren | Cheil China | Art Director |
Shuhui Liu | Cheil China | Senior Account Director |
Alex Yan | Filmplexe Production | Director |
Chris He | Filmplexe Production | Executive Producer |
In China alone, forests of more than 10 million cubic square meters are destroyed just to produce paper. To reduce paper waste, people use double-sided printing, or reduce font size. Yet, there are still lots of temporary documents, thrown away after being read once. We want to provide a solution by reusing these papers.
As Friends of Nature is celebrating its 20thanniversary, the Chinese NGO wanted to initiate a series of campaigns to increase public awareness about its environmental protection. Apart from attracting attention and create a topic among the audience, furthe creative idea should be able to call upon people’s action. It’s should be a practical way to generate positive outcome to the environment.
Our inspirationcame from “fading-doodle pen" for kids. We readjusted the ink formula, and used it in printer ink box. The printout using this special ink looks no different from those using normal printing.However, the contents on the page would disappear gradually within few days. And the turning-blank paper can be used again and again.
By using fading ink to print, 60% of papers were saved. The campaign spread throughout the web via SNS and news sites. So far, the campaign has made more than 220,000 impressions after its launching.Friends of Nature, the project advocate, have seen a rapid 58% increase of its followers within one month.