The greenest leaflet campaign in the world by Akcio 360 for WWF

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Hungary
Agency Akcio 360
Released March 2011


Golden Drum 2011
New or innovative New or innovative Golden Drum
Direct campaigns Direct campaigns Silver Drum

Credits & Description

Product and services category:
Public interest and awareness
Brand name:
WWF Hungary
Advertising agency, city:
Akció 360, Budapest
Art director:
Attila Nyéki
Attila Nyéki
Creative director:
Attila Nyéki
Project manager:
Akos Misinszki, Bernadett Samodai
Tamás Gács
Production company:
Other credits:
Alexa Antal, WWF
Creative idea explanation:
We reached more than 280.000 people with only one leaflet and no media spending. We printed the leaflet, asked two volunteers, disguised as pandas, to stand at the ends of the escalator in a shopping mall. Volunteer no. 1. gave the leaflet to a consumer, volunteer no. 2. took it back after reading and gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers. The message reached 285.142 people in two weeks without any money spent on the campaign.

The Outdoor Advert titled The greenest leaflet campaign in the world was done by Akcio 360 advertising agency for WWF in Hungary. It was released in Mar 2011.