Samsung Print MINUS ONE PROJECT by Cheil India

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Industry Printers, Scanners & Supplies
Media Print, Magazine & Newspaper
Market India
Agency Cheil India
Executive Creative Director Varun Arora
Creative Director Shiva Kumar, Dinkar Porwal
Art Director Kamlesh Jangid, Shubhasis Bhatacharjee
Released June 2012


Cannes Lions 2012
Media Lions Best Use of Integrated Media Silver

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: SAMSUNG
Product/Service: PRINTERS
Advertiser SAMSUNG
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser/Client: SAMSUNG
Product/Service: PRINTERS
Entrant Company: CHEIL WORLDWIDE Gurgaon, INDIA
DM/Advertising Agency: CHEIL WORLDWIDE Gurgaon, INDIA

Executive Creative Director: Varun Arora (Cheil Worldwide)
Creative Director: Shiva Kumar (Cheil Worldwide)
Creative Director: Dinkar Porwal (Cheil Worldwide)
Art Director: Kamlesh Jangid (Cheil Worldwide)
Art Director: Shubhasis Bhatacharjee (Cheil Worldwide)
Sr. Copywriter: Vishal Sagar (Cheil Worldwide)


• We saved more than 350,000 paper-sheets in just 1 book.
• Minus One Project was adopted by 73 organisations, schools and colleges.
• More than 150,000 people took the Minus One Pledge.
• 39 book titles released a Minus One edition.
• It was covered by media extensively, generating a lot of PR for Samsung Printers.

Creative Execution

We provided people with a simple solution which enabled them to save trees even when printing in bulk. The Minus One Project: All one needs to do is reduce the font size by 1 before printing. This reduces the number of pages required to print a document by up to 50%. This reduction in paper-consumption means fewer trees need to be cut down.

We printed a classic Indian novel in a smaller font and showed the publishing industry the way to go green. It illustrated the power of Minus One to both consumers and the publishing industry at the same time.

Minus One was adopted by corporate organisations, schools, colleges and other institutes, providing a great opportunity for Samsung Printers. It presented Samsung Printers as a brand that comes up with smart solutions. Many publishers and writers joined the drive and 39 book titles got a Minus One edition.

Every year approximately 5m hectares of forests are cut down for paper alone, a large portion of which is used for printing. Samsung Printers India wanted to change this by encouraging sustainable printing-practices.

The target audience was both existing and new customers. It was as relevant to big corporate houses as it was to individuals.

The company's unique belief was that people want to save nature but through minimum effort.