Wherever you are - in a library, store, coffee shop or elsewhere – the app will identify any book by its cover, count the number of pages, then determine density and format of the paper. The app will then show how much timber it took to produce the book and offers to opt for an electronic version of it.
As the purchase happens, a certain saved percentage is added to one of the trees in the app: you can grow five types of trees that are most commonly used in paper production.
Along with the purchase, a percentage of the proceeds can be donated to WWF by partner bookstores.
Agency: Leo Burnett Moscow
Creative Director: Grisha Sorokin
Art Director: Grisha Sorokin, Mikhail Derkach, Andrey Sergeev
Senior Account Manager: Marina Andzhich
Producer: Alexey Kolokolnikov