Sanctuary Asia Environment Magazine Promo, Case study THE KILLING STAPLER by DDB Mudra Group Mumbai


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Industry Magazines
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Creative Director Sachin Kamble
Art Director Nishant Jethi
Copywriter Aalap Desai
Released September 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: MAGAZINE
Media Agency: DDB MUDRAMAX, Mumbai, INDIA
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Creative Director: Sachin Kamble (DDB Mudra Group)
Art Director: Nishant Jethi (DDB Mudra Group)
Copywriter: Aalap Desai (DDB Mudra Group)
Media placement: Ambient - Offices - 20/11/2011
Media placement: Ambient - Xerox and Printout centers - 20/11/2011

Insights, Strategy & the Idea
Research proves that printouts and hard copies majorly cause wastage of paper. This has severe implications on wildlife. What is casually ignored is that, in many cases these printouts can be easily replaced by electronic copies. To address this brief, we pried on a printout's most faithful companion: a stapler.

Creative Execution
A unique stapler was designed and discreetly placed around obvious sites as a part of the environment. This stapler when used printed a stamp at exactly the point the stapler held the paper intact thus making the user realise how the printout harmed the environment.

Whenever someone shot a printout and used the stapler to pin it, a stamp was made that made them realise the repercussion of every print out.

Results and Effectiveness
We planned to distribute 135 staplers over a span of 2 weeks, but due to the buzz and the free promotions, we ran out of stock in 9 days. The design became part of the living space and we received warm notes of appreciation from almost all recipients.