WWF "Pencil"

Every day over 20 million half used pencils are thrown away because they are too short to write with. And tons of new pencils are munufactured at the cost of precious trees. They created a simple pencil extension (from recycled materials) that can fit on to any short pencil thus extending its life and the life of trees. Copy reads - Extend the life of a tree. Thousands of pencil extensions were handed out at a WWF activation - One Earth, One Future. They have become such a hit that the client is now contemplating a series of coloured collectible extensions.

Agency: JWT Jakarta, Indonesia.

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