The Never Ending Forest is an app that works like a game.

Using Augmented Reality, it shows Ecopencils Faber-Castell transforming into animals when kids point the camera of their phones to a different colour of pencil.

Twelve different animals were released, matching with the twelve colours of the new Faber-Castell Ecopencil case.

The app also allows kids to take pictures with the animals they unlock, to collect them, to get information about animals and also to colour and customize their own version, seeing them coming to life using Augmented Reality too.

The campaign started in early December as a teaser, using tradicional and social media, to raise awareness about the importance of using Faber-Castell Ecopencils made of reforested wood. The app was launched a month later, matching with the moment when kids came back to school for a new term. The animals that live in the forest where the Ecopencils come from were used as the main visual hook to engage kids in a game using augmented reality. By pointing their camera phones to a pencil, kids could see the pencil transforming into an animal. The idea was to collet them, unlocking new functions within the app. In the first week, only three of the twelve collectible animals were available. And every following week a new animal was released, keeping kids engaged in the activity for longer.

The Never-Ending Forest app had 600.000 downloads in 90 days, which represents 150% over the initial business target. It was the most downloaded educational app at AppStore Brasil and a Top5 entertainment app at Google Play Brasil.

In total, the campaign had 76 million impressions, 12 million impacts, 18 million views and 4,5 million engagements on Facebook and Instagram.