'Paper Cuts Life': A Campaign with a Double Entendre by Greenpeace

New campaign from Saatchi & Saatchi Shanghai alerts people to the alarming truth behind every piece of paper.

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


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018


Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer


Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018


Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments


Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account


Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business


Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…