Innovation > Innovation

REBIRTH AFTER READING

CHEIL, Beijing / FRIENDS OF NATURE / 2015

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Case Film
Supporting Images

Overview

Credits

Overview

ClientBriefOrObjective

In China, 10 million cubic meters of forests are destroyed each year just to produce paper.

Yet, in many offices, more than 60% of papers are used to print temporary documents,

thrown away after being read once.

Implementation

The inspiration came from children’s fading doodling pen.

When choosing this ink to print, the contents on the page would disappear gradually within few days.

And the turning-blank paper can be used again and again.

[ Chemical Principle ]

Color-fading materials based on the light-sensitive and hydrolytic

With plant polyphenols metal ions as the basic active elements, harmless to human body.

In the presence of both light and water, chemical reactions of ink fading will start.

Outcome

Fading ink box has been utilized in offices of FON, and also in other cooperative firms and organizations.

Meanwhile, we are experimenting to adjust the formula and control its fading duration, like 3 days, a week or a month.

We are also working to utilize the fading ink in multicolor print.

By using fading ink to print, 60% of papers were saved. The campaign spread throughout the web via SNS and news sites. So far, the campaign has made more than 220,000 impressions after its launching.

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