Campaign India Team
Jun 09, 2014

Kokuyo Camlin gets children to lend names to trees, makes trees too endearing to fell

Watch the campaign created by Infectious here

Kokuyo Camlin executed an on-ground campaign themed ‘The Tree Naming Project’ on World Environment Day, 5 June.
 
The campaign conceptualised by Infectious involves arresting the felling of trees by getting children to lend their names to them. The campaign saw each child painting a poster bearing his or her name and sticking it on to a tree, making it hard for people to cut those them down. A case film ends showcasing Camlin's ‘wood free’ mechanical pencils.
 
Saumitra Prasad, chief marketing officer, Kokuyo Camlin, commented, “Kokuyo Camlin is a responsible marketer of art and stationary products and it’s our endeavour to make products without any harm to the environment. Being market leaders of mechanical pencils - which not only gives more convenience and fun to children, but by using them we are not destroying trees that normally get destructed in the making of wooden pencils. Compliment Infectious for coming out with a powerful idea to communicate the same.”
 
Ramanuj Shastry, co-founder and director, Infectious, said, “‘Naming the Trees’ initiative by Kokuyo Camlin mechanical pencils was a way to engage with our audience on the occasion of World Environment Day. Kokuyo Camlin mechanical pencils are ‘wood free’ and no trees are harmed in making them. We got children to give their names to ‘nameless’ trees, making it difficult for anyone to cut them down.”
 
Nisha Singhania, co-founder and director, Infectious, added, “Kokuyo Camlin’s mechanical
pencils are wood-free and support the cause of saving trees.  We wanted to create a unique engagement which makes people realise that trees are living beings and just because they are nameless one cannot be apathetic towards them.”
 
Credits
Client: Kokuyo Camlin
Creative agency: Infectious
Production house: Eye Cup Films
Director (film): Sujay Shetty
 
Source:
Campaign India