Google Film, Digital Free a Tree by Leo Burnett Moscow

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Free a Tree

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Industry Website, Portals
Media Film, Digital, Interactive & Mobile
Market Russia
Agency Leo Burnett Moscow
Copywriter Erkin Bekmirzaev
Designer Andrey Sergeev
Released May 2012

Awards

Cristal Awards 2012
Consumer Marketing Cristal MOBILE MARKETING (MOBILE APPLICATION, SITE…) EMERALD (BRONZE)

Credits & Description

Group: G Digital
Subgroup: G70 Websites & micro sites
Product and services: Google Goggles Technology & Bookstore Services
Registrant: LEO BURNETT RUSSIA
Country: RUSSIA
Brand name: Google
Advertiser: Google
Advertising agency, city: Leo Burnett Moscow
Art director: Grigory Sorokin, Mikhail Derkach
Copywriter: Erkin Bekmirzaev
Creative director: Grigory Sorokin
Designer: Andrey Sergeev
Account Director /Manager: Marina Andzhich
Creative idea explanation:
Free-a-tree is an Android application developed with the support of Google and WWF. Every time you find an interesting paper book and intend to buy it, recognize the book with the app. Free-a-tree will search for its electronic version in popular online bookstores. The app will also count the number of book pages, determine density and the format of the paper, and then show how much wood it took to produce the book. After the purchase happens, the saved percentage is added to one of the app’s trees you “grow”. You can see your score in the global ranking and share the results with your friends. All the eco-network's achievements are available on a special website. Along with the purchase, a certain percentage of the proceeds is donated to WWF by partner bookstores.