Shanghai - People sometimes cut their hands on the sharp edges of paper, which is called a ‘paper cut'. Cutting down trees to manufacture paper harms not only forests but also the living environment of animals. Using this double entendre, Greenpeace launched "Paper Cuts Life" campaign to remind people of the alarming truth behind every piece of paper. The campaign was created and executed by Saatchi & Saatchi Shanghai.
As a part of the campaign, the "Paper Cuts Life" Installation Art Exhibition was held at the Shanghai Library and the M50 Creative Garden. Upon entering the exhibition hall, many visitors were taken aback by what appeared to be drops of blood suddenly falling from the sky; the huge white posters hanging on the walls were visually stunning, and on close inspection it became apparent that the posters were bloodstained around the edges with images of animals lying in blood. The unique theme and originality, and the overwhelming visual impact, stopped people in their tracks as they felt compelled to check it out.
"We hope that through the visuals on the posters - that are made from recoverable environmentally-friendly materials - and the power of words, we can arouse people's concerns about deforestation," said Fan NG, Executive Creative Director of Saatchi & Saatchi Shanghai.
Chen Shuxuan, Director of Greenpeace Forest Program, said, "It is imperative that we think carefully about using paper, thereby helping to protect forests and animals. Through the unique and creative "Paper Cuts Life" campaign, we hope to make everyone realize that wasting paper destroys forests and threatens the very existence of animals. If everyone would go easy on paper usage, then deforestation could be minimized."
ECD: Fan Ng
CD: Forest Young
Copywriter: Momo Hou/Virginia Yan/Andrew Lok
Art Director: Fan Ng/Haibo Huang/Andy Lau/Kun Luo/Janny Guo
Photographer: Keno Zhao
Head of PR: Rebecca Liu
Other Credits: Lily Jin