Paper Cutter

Background

The paper industry is a billion dollar industry and is the single largest contributor towards the rapidly decreasing forests, thanks to its primary ingredient: wood pulp. The challenge was to inform and convince people that cutting down on paper consumption could also cut down on company costs as well as save trees.

Idea

Asking people to stop paper consumption was not going to be enough. Sanctuary Asia needed to provide them with a paperless solution: to go digital. Leo Burnett India’s solution was to send a compact disc, cleverly disguised to look like a revolving blade, to administration heads and office managers who were in charge of buying the paper supplies. This paper cutter or CD contained information on the state of the forests and a list of everyday, simple things that can be done to cut paper consumption and costs.

Results

A large number of offices adopted this paperless policy and many reported significant savings. This encouraged their various branches across the country to adopt a paperless policy as well.

Target Audience

Office administrators

Size

The campaign was run locally in Mumbai

Our Thoughts

I’ve seen agencies use funny-shaped CDs before but turning the disc into a saw blade is both relevant and memorable in this mailing. So much so, I was a bit nervous about playing it on my laptop. But, hey! It didn’t saw my Powerbook in half.