Cannes Lions

EMPLOYEE MEASURE

PUBLICIS KOMMUNIKATIONSAGENTUR, Munich / PUBLICIS / 2008

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Overview

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Credits

Overview

Description

Environmental protection and energy savings were major topics in 2007, also in companies. Given the recent drastic increase in paper consumption for printouts and copies at the company, the decision was made to sound a loud wake-up call among employees and raise awareness for more economical paper use in the workplace by using both sides.

Execution

The campaign appealed to the “good” manners of employees. Although not everything should be used on both sides (e.g. underwear), there are exceptions: the blank reverse side of paper had simply remained unused until now! To shock employees, “real” pieces of evidence – used underwear, socks etc. - were draped over printers and copiers. Hang tags fastened to the objects of disgust explained the campaign, and pictures illustrated how to print pages on both sides. Fold out wall posters with hinges, permanently installed in all copy rooms, provided printing instructions. A “special memory game”

Outcome

In a single day, the campaign spread like wildfire at both company locations. By lunchtime, 50% of the employees had come directly into contact with the campaign, the other 50%, by word of mouth.Spontaneous e-mails addressed to the CEO confirmed the fact that the campaign was effective and understood.All in all, it was a healthy wake-up call that continues to be practised. Thanks to the double-sided printing campaign, paper consumption was reduced by more than a third at both company locations.

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