The paper industry is heavily dependent on trees. Their aim was to spread awareness about the necessity of recycling paper to stop deforestation. The reader of the magazine comes across two pages that are joined together at the ends. As a natural instinct, the reader cuts or tears the pages apart to read what is inside. He finds that "chopping" the pages apart has resulted in "chopping" the tress that are pictured inside. Alongside the "chopped" trees is the message: "Every second 12 trees are cut to manufacture paper. Recycle paper". The very act of cutting the page drove the message home to the readers of this widely distibuted magazine.
Agency: Ogilvy & Mather, India.