In this case the format is the message.
"The WWF format is a PDF that cannot be printed out. It’s a simple way to avoid unnecessary printing. So here’s your chance to save trees and help the environment. Decide for yourself which documents don't need printing out – then simply save them as WWF." See the website and download the file format.
Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.
The WWF Organisation is one of the most important environmental organisations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests.
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries.
The software had been downloaded over 30,000 times.
Over 10,000 friends on Facebook.
Cannes Lions 2011, Best Use of Other Digital Media in a Promotional Campaign, Gold.
Company: JUNG von MATT AG Hamburg, GERMANY