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BEAR

BEAR | 绿色和平 | Greenpeace | 盛世长城 | Saatchi & Saatchi
下载原始文件 下载原始文件 JPG | 872x1237px
文案cnen
Paper cuts life
基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
时间:2013年
投放:中国
风格: Minimalism
说明cnen
Brief Explanation
We wanted to remind people that their insatiable desire for paper is one of the foremost causes of deforestation, and thus, animal extinction.
To make our message immediate and inescapable, we decided to use the product of deforestation's medium for the message. You can't ignore the connection between everyday paper use and animal extinction if their blood is literally on your hands.

Describe the brief from the client
'46-58 million square miles of forest are lost each year, the equivalent of 36 football fields every minute'. [WWF]
Widespread deforestation is not only impacting people's livelihoods and intensifying global warming, but also threatening to condemn unknown numbers of animal species to extinction.
In increasingly industrial China, the destruction of our forests can seem all too distant, so we felt compelled to bring the bloody results of deforestation more immediately into everyday life.

Design Process
We printed the bloody result of 'paper cuts' in the shape of threatened and endangered animals onto paper destined for common office use, into the layouts of magazines, and special promotional flyers that we also tacked up as posters.

Results
We distributed the packs of paper and magazines to offices throughout Shanghai and also erected an installation in M50, Shanghai's art district, to give people a closer look at the animals they put in danger everyday through their paper consumption.
The exhibition at M50 was an unprecedented success, with record-breaking numbers attending its opening, and the feedback received from offices was in the form of pledges: to reduce paper waste in an attempt to save our furry friends.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
奖项
戛纳国际创意节 2013
铜奖 设计
Posters
伦敦国际广告节 2013
银奖 设计
Art Direction Campaign
伦敦国际广告节 2013
铜奖 平面
Public Service/Social Welfare Campaign
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