BOTH SIDES by Ogilvy & Mather Bogota for WWF

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Margarita Olivar, Juan Carlos Gonzalez, Oscar García
Art Director Camilo Ruano - Andres Hernandez, Andrés Mauricio Moreno - Maria Fernanda Henao - Juan Felipe Dueñas
Copywriter Diego Ortiz
Released November 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: WWF
Product/Service: SAVE THE TREES
Date of First Appearance: Nov 11 2009 12:00AM
Creative Director General: John Paul Forero (Ogilvy & Mather)
Creative Director General: Juan José Posada (Ogilvy & Mather)
Creative Director: Juan Carlos González (Ogilvy & Mather)
Creative Director: Margarita Olivar (Ogilvy & Mather)
Creative Director: Diego Ortiz (Ogilvy & Mather)
Account Director: Fabio Quiroga (Ogilvy & Mather)
Copywriter: Diego Ortiz (Ogilvy & Mather)
Art Director: Camilo Ruano (Ogilvy & Mather)
Production Agency: Patricia Mendez (Ogilvy & Mather)
Creative Director: Oscar Garcia (Ogilvy & Mather)
Art Director: Andres Moreno (Ogilvy & Mather)
Media placement: Field Action - Universitie Campus - 11/11/ 2009

Describe the brief/objective of the direct campaign.
In the 19th century forests covered 85% of the Colombian territory, today only 50% of this forest is maintained. Thanks to ecosystems Colombia is recognised as the second country with the greatest biodiversity of the planet. The bad use of paper in photocopiers has worsened this problem and university students, because of the high consumption of photocopies, were one of the targets we should attack. In our favour was that youth is highly ecologically aware. They are more committed with their future, their plane, the environment. A new green idea is overcoming them and they need to help, but how?

Explain why the creative execution was relevant to the product or service.
For WWF Colombia taking care of the forest is a fundamental issue and any action contributing to protect it is relevant. Unfortunately, many factors exist that may cause a dramatic decrease in the percentage of forest covered surface, thus generating an environmental impact, and the bad use made of paper at the photocopying centers was one of them. The strategy of going to the photocopying center next to the universities and providing students a photocopy printed on both sides was our goal. It was a simple idea in which students were able to interact with the piece.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was to teach students that when making a photocopy use both sides and in such a way they will help to save trees and forest life. Our action concentrated on the place in the city where most paper is wasted: the large photocopying centers of the universities. There, a group of WWF handed out to students a sheet printed on both sides. Placing it backlight they discovered an image formed by a monkey, a tree and a bird. The text said: Look at this backlit ad and save monkeys. Print on both sides.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We created conscience among students about the importance of using both sides of a paper sheet. After the action lots of the copy centers in the universities are using both sides of the sheets. In three of the most important universities of Bogotá, the students decided to be part of this activity and convinced their schools and departments to start recycling paper. It was a low cost and effective idea.