Many species of wildlife are becoming endangered or are at the risk of extinction due to deforestation around the world. On the other hand, paper consumption, per person, in Japan, is “4 times” the global average. WWF Japan asked for a new, different point of view and idea that could raise awareness about the mass consumption of paper in Japan, and encourage less wastepaper.
ADK Japan conducted the ‘Trash AD’ project by collecting wastepaper from trash boxes in schools, offices and parks. Then they neatly spread the wastepaper and drew animals on it. The visual concept made the ruled lines on the paper to act as a cage, to visualize how mass consumption of paper is like trapping and caging the lives of wild animals. They then posted the drawings to where they collected the wastepaper.
Creative Director: Fusanari Masuda
Art Director: Fusanari Masuda
Copywriter: Mari Hosokawa
Illustrator: Kota Kato
Designers: Kana Kikuchi, Kenichi Ohno
Photographer: Kenichi Muramatsu
Retoucher: Takeshi Yoshikawa
Account Executive: Shoichiro Saikawa
Director: Kenichiro Shimizu
Film Producers: Naomi Kawata, Koji Kaseda, Kazuhisa Inoue
Film Production Company: Onion
Print Production CompanyCity: Sun