Product / ServiceFRIENDS OF NATURE
CategoryA01. Mailings
EntrantCHEIL 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
Yingjie Shang Cheil China Production Manager
Shuhui Liu Cheil China Senior Account Director
Alex Yan Filmplexe Production Director
Chris He Filmplexe Production Executive Producer

The Brief

As Friends of Nature is celebrating its 20th anniversary, the Chinese NGO wanted to initiate a series of campaigns to increase public awareness about its environmental-protecting mission. The fading ink campaign is aimed to attract more attention and create a topic among the audience. 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. Target audience was drawn from new customers.

Creative Execution

We found a special fading ink and readjusted the formula so that it can be used in printer ink box. The contents on the page would disappear gradually within few days. And the turning-blank paper can be used again and again.The campaign increased public awareness about the NGO’s environmental-protecting mission. The fading inkcampaign utilized a relatively new technique to create an amazing paper-saving effect. Thus, it has attracted much more attention and creates a topic among the audience.

Describe the creative solution to the brief/objective.

We notice that in many offices, more than 60% of papers are used to print temporary documents, thrown away after being read once. If we could help save these papers, it may significantly help reduce deforestation. Thus we’veselected offices to execute an environment-protecting campaign.


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.