Save Trees
Interesting concept behind this. They would change the cover every other day to show how trees are suffering from paper use.
Agency: Tonga Workroom, Shanghai..
Found at: TwentyFour.
Posted in Guerilla 
Add to del.ici.us 
Digg It
Blogs that link to this post 
Permanent Link
July 28th, 2006 at 3:39 pm
Bah…. Not a fan.
I have a hard time believing that time delayed ads like these are very effective. Sure we get the message when it’s shown to us in keyframes, but in the real-world application I doubt anyone even notices.
July 28th, 2006 at 8:59 pm
Does anyone else have a problem with the irony of this campaign? I mean, you’re using more paper than usual for the ad.
July 28th, 2006 at 9:27 pm
Dumb idea to try and win awards.
July 29th, 2006 at 10:53 am
agree, its a stupid idea. I mean, who goes to the same public toilet everyday. Unless this thing is located in your office, then you’re likely to notice the difference.
From the picture above, looks like this tissue box is loacted in a shopping mall. I’m not going to the mall everyday and into the same toilet everytime tight? unless I work there.
July 29th, 2006 at 8:11 pm
agreed with what everybody said above.
it’s campaigns like these that are going to lead to the death of ambient media and guerilla marketing. it’s become to much of a gimmick now and it’s becoming a bit of a farce amongst the advertising industry professionals.
July 30th, 2006 at 8:43 am
The only one who’d make a difference at this point would be the owner who stocks the paper towel box. And most paper towel boxes stock recycled paper anyway. So where’s the obvious connection between the paper towel box and deforestation which, as seen in the photoshop concept photos, wouldn’t even have to be explained (except for a tag line on the very last day)?
Far-fetched idea, poor execution.
July 30th, 2006 at 5:03 pm
At first I thought that the image changes are you pull out the paper, but then that would be very difficult to execute. I clicked on the image for a better look, and realised that the image changes after a few days. That doesn’t make sense. Don’t you have to go back to that SAME toilet for almost a week to notice the change? And how many people (other than those in the creative line) are that observant?
January 5th, 2008 at 4:20 pm
[...] Source: Frederik Samuel [...]
September 4th, 2008 at 11:26 pm
[...] Source: Frederik Samuel [...]
October 15th, 2008 at 6:41 pm
[...] Source: Frederik Samuel [...]
March 20th, 2009 at 12:38 am
[...] paper towel holder was used for the Save the Trees awareness campaign (Shanghai). They changed the covers on these holders every other day to show the damage [...]
September 11th, 2009 at 8:25 am
If I personally stopped using paper it would never change the world so why bother.
November 28th, 2009 at 11:53 pm
[...] anuncio de la toalla de papel se usa para la campaña de sensibilización : “Cuida los arboles” (Shangai) . Cambian las sabanas de estos titulares cada dos días para [...]
December 6th, 2009 at 4:07 am
[...] la campagna Save the Trees awareness (Shanghai), hanno usato un contenitore per i fazzoletti molto particolare. Ogni giorno cambiavano [...]