WWF Promo, Case study BOTH SIDES by Ogilvy & Mather Bogota

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Margarita Olivar, Juan Carlos Gonzalez, Diego Ortiz, John Raúl Forero Juan José Posada
Art Director Camilo Ruano - Andres Hernandez, Andrés Mauricio Moreno - Maria Fernanda Henao - Juan Felipe Dueñas
Released February 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: WWF
Date of First Appearance: Feb 10 2010 12:00AM
Creative Director: John Raul Forero (Ogilvy & Mather)
Creative Director: 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)
Art Director: Camilo Ruano (Ogilvy & Mather)
Art Director: Andres Moreno (Ogilvy & Mather)
Production Agency: Patricia Mendez (Ogilvy & Mather)
Production Agency: Oscar Garcia (Ogilvy & Mather)
Media placement: Action Promotional Flyer - Universitie Campus - 10/2/10

Results and Effectiveness
We create awareness among students about the importance of using both sides of a paper sheet. After the action many of the photocopying centres 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.

Creative Execution
Our creative solution was teaching students that when they need a copy to use both sides of the sheet and so they help to save trees and forest life. Our action concentrated at the place in the city where more 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.

Insights, Strategy & the Idea
In the 19th century forests covered 85% of the Colombian territory, today only 50% of this forest is maintained. Thanks to ecosystems as these Colombia is recognized as the second country with the greatest biodiversity. The bad use of paper in photocopiers has worsened this problem, especially among students. Our insight was born of the need the youth has of taking care of the environment. They are committed with their future and their planet. A new green thought is overcoming them and they need to help, but how? Our strategy was simple: Tell young students to use both sides of the paper sheet when needing a photocopy. According to the Ministry of Environment, 95% of forest fires are human-caused, 5% due to natural causes. This idea was relevant to WWF because Colombia, is the second most biodiverse country in the world