Lew´Lara/TBWA created an outdoor campaign for SOS Atlantic Rainforest Foundation placed at the origin of paper manufacturing: trees.
The Brazilian nonprofit organization works to protect the Atlantic Forest (Mata Atlantica), a rainforest rife with diverse species threatened with extinction.
Cards and paper scissors were affixed to living trees inside Ibirapuera Park in São Paulo, Brazil. White lines went across the trees to symbolize where to cut.
"It´s easier to cut the waste of paper. Printing: give it a second thought. It all depends on you," reads copy. Yes, paper grows on trees but it doesn't mean we should carelessly waste paper.
The campaign will remain up through March and places special attention on wasted paper used in food and product packaging.
By placing the cards directly on trees, the SOS Atlantic Rainforest Foundation is connecting the waste of paper with nature in a simplistic, effective form.