LUMBER JACK by GELEE ROYALE MEDIEN, KNSK for Nabu Naturschutzbund

LUMBER JACK

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Agency GELEE ROYALE MEDIEN
Art Director Jan Breinbauer
Agency KNSK
Creative Director Claudia Bach
Art Director Nick Jungclaus
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NATURSCHUTZBUND DEUTSCHLAND - NABU
Product/Service: NABU HOMEPAGE
Agency: KNSK
Agency: GELEE ROYALE MEDIEN
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: KNSK, Hamburg, GERMANY
Entry URL: http://www.nabu.de
Creative Director: Claudia Bach (KNSK Werbeagentur)
Art Director: Jan Breinbauer (KNSK Werbeagentur)
Art Director: Nick Jungclaus (KNSK Werbeagentur)
Copy: Gregor Willimski (KNSK Werbeagentur)
Copy: Kai Winn (Gelee Royale Medien)
Account Director: Verena Gillwald (KNSK Werbeagentur)
Account Management: Hanna Petersen (KNSK Werbeagentur)
Production: Torsten Ziegler (Gelee Royale Medien)
Programmer: Marco Both (Marcoboth)
Media placement: internet - internet - 13.01.2010

Results and Effectiveness
The idea generated a lot of positive email feedback to NABU. More importantly, the number of printouts from the website was significantly lower for the duration of the campaign.

Creative Execution
Whenever visitors on their website were about to print out digital brochures or articles provided by NABU and clicked on the print button, printing wouldn’t commence automatically. Instead something rather out of context would happen: the high-pitched rasp of a chainsaw would sound “RRRRRRRRRR!!!” followed shortly afterwards by the thud of a falling tree, “Whoosh!!!” This was accompanied by a banner that read: “Every fifth tree is cut down for paper.” You were then given two options, either to proceed to print or do what’s best for the environment: cancel printing.

Insights, Strategy & the Idea
Every German uses over 230 kg of paper every year, meaning 20% of trees felled worldwide every year are turned into paper. NABU wanted to use their website to draw attention to this issue and make people aware of the often thoughtless way information from the Internet is printed out.