Design > Digital Design

FREE A TREE!

LEO BURNETT MOSCOW, Moscow / GOOGLE / 2012

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Overview

Credits

OVERVIEW

BriefExplanation

Every day, while people buy and read thousands of paper books, WWF works for the preservation of forests. Forests in their many forms harbour much of the world's rapidly diminishing biodiversity, and are vital to sustaining life on Earth.With passion of WWF we've launched the Free-A-Tree app powered by Google Goggles, an innovative visual search technology from Google.

ClientBriefOrObjective

Wherever you are the app will identify any book by its cover, count the number of pages, then determine density and format of the paper. The app will then show how much timber it took to produce the book and offer to buy an electronic version.As the purchase happens, the saved percentage is added to one of the trees in the app: you can grow 5 types of trees that are most commonly used in paper production.Along with the purchase, a percentage of the proceeds can be donated to WWF by partner bookstores.

Effectiveness

– Record-breaking number of downloads from Google Play during the first few weeks– Huge online and offline buzz

Execution

All the design solutions we used in the app call on users to live in an eco-friendly way. The visuals are executed in a symbolic manner, and help us to avoid excessive pathos and thus involve people easier. The trees in the app are drawn in origami style to remind people that the paper they use is a real tree that was cut down.

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