Save As WWF
Issue 20 | August 2011
Creative Team
Creative Directors: Doerte Spengler-AShrens, Jan Rexhausen; Art Directors: Michael Kittel, Alexander Norvillas; Copywriters: Henning Mueller-Dannhausen, Lisa Glock; Online Art Director: Tom Schallberger
Other Credits
Managing Director: Michael Behrens; Account Managers: Miriam Paneth, Benjamin Wenke
Background
For 50 years the WWF has been dedicated to protecting the rainforests.
Rather than simply raise awareness, the task was to try to get people to change their behaviours.
Idea
Every day, entire forests are cut down to make paper, which is thoughtlessly used to print out documents from websites, emails, entire reports rather than those few pages that are actually needed.
This happens even though it's easy to avoid printing by saving the document as a PDF. But even PDFs can sometimes also be printed out.
So to stop unnecessary printing the agency created the world’s first green file format - .wwf. It’s format that can’t be printed out. A simple idea that saves trees
Results
After just four weeks, the website had had 200,000 visitors from 183 countries with 30,000 software downloads.
On Facebook WWF added over 10,00 0 new friends. In days, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.