Treat Every Environment Special (TREES), a non-profit environmental organisation, had rolled out this ambient campaign to encourage paper recycling in the corporate sector and remind them the significance of protecting the environment. It was felt that most of the most employees tend to ignore the need to recycle, so the organization took up the responsibility to remind and educate them. The advertisers focused on the photocopier used in offices, where only one side of the paper is used and most of the paper waste is created, to communicate the message.
The advertisers had supplied a few corporate offices small, clear stickers carrying the message ‘please use both sides and recycle after’ and the company’s website address. The stickers were positioned on the photocopier’s surface making the message without difficulty duplicated on every paper that passed through the machine. The campaign was hugely successful and during the campaign traffic at TREES websites shot up by 68 percent and corporate offices managed to save 17 percent cost of papers.
The campaign is Cannes Lions 2007 Direct Gold Winner. The campaign was developed by Arc Worldwide, Kuala Lumpur, Malaysia.
Via Canneslionslive
