WWF: "Save As WWF" Direct marketing by Jung Von Matt, Hamburg

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: SAVE AS WWF
Advertiser/Client: WWF
Product/Service: WWF
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
Creative Director: Dörte Spengler-Ahrens
Creative Director: Jan Rexhausen
Art Director: Michael Kittel
Copywriter: Henning Mueller-Dannhausen
Account Manager: Jose Luis Carretero Lopez
Account Manager: Miriam Paneth
Account Manager: Benjamin Wenke
Copywriter: Lisa Glock
Art Director: Alexander Norvillas
Editor: Florian Panier
Composer: Gerrit Winterstein
Composer: Klaas Nocken
Camera: Jesse Rosten
Production: Florian Paul
Programming: Knud Alex Müller
Programming: Lana Nugent
Conception: Simone Bitzer
Creative Director: Sven Loskill
Describe the brief from the client:
Every day, entire forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even entire reports instead of those few pages that are really needed and read. This happens in spite of the fact that it's easy to avoid printing by saving the document as a PDF. But even PDFs can sometimes also be printed out. So to stop unnecessary printing and encourage a new awareness about the use of paper, we’ve developed the world's first green file format. A format that can’t be printed out. A simple idea that saves trees.
Creative Execution:
We wanted to put an end to the unnecessary printing and start raising global awareness of the destruction it causes. The product is the message.
Describe the creative solution to the brief/objective.
The WWF Organisation is one of the most important environmental organizations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests. With this Partner we wanted to raise this important issue . That’s why we invented the world’s first green file format: The .wwf. A file format that simply cannot be printed out. We sent the link out to our Facebook and Twitter followers who quickly spread the word.
Describe the results in as much detail as possible.
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries, and the software had been downloaded over 30,000 times. On Facebook we've got over 10.000 friends. Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world