At the recently concluded London International Awards, Saatchi & Saatchi won the Gold Prize (Ambient Indoor)for their campaign - World Wildlife Foundation “Save Paper, Save The Planet”.

It highlights the plight of South American countries as they are continuously plundered for their resources. Although protected areas for forests have significantly increased in the Amazonian regions, there is massive deforestation taking place. Almost 80% of Brazil’s forests are in private hands.

All in all this is a brilliant concept, as the paper decreases due to usage, the South American continent loses its ‘green’. It strikes a chord immediately.

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