WWF – The world’s first green file format: the WWF

Insights, Strategy & the Idea
Every day, entire forests are cut down to make paper. Paper that’s senselessly used to print out documents all over the world: websites, emails, even entire reports instead of those few pages that are really needed and read. This happens in spite of the fact that 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 and encourage a new awareness about the use of paper, we’ve developed the world’s first green file format: .wwf.
A format that can’t be printed out. A simple idea that saves trees. In Hamburg we invited german journalists to a big press conference. Hosted by german WWF chair president and the chair president of the agency. We attracted all big television channels and publishing houses. Not clever communication is our product. This is a clever product communication.
Creative Execution
The WWF Organisation is one of the most important environmental organizations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests. With this Partner we wanted to raise this important issue . That’s why we invented the world’s first green file format: The .wwf. A file format that simply cannot be printed out. We wanted to put an end to the unnecessary printing and start raising global awareness of the destruction it causes. The product is the message.
Results and Effectiveness
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries, and the software had been downloaded over 30,000 times. On Facebook we’ve got over 10.000 friends.
Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.

Advertising Agency: Jung Von Matt
Creative director: Doerte Spengler-Ahrens/Jan Rexhausen
Art Director: Michael Kittel/Alexander Norvillas
Copywriter: Henning Mueler-Dannhausenn/Lisa Glock

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