A lot of what we print is probably senseless – websites, emails, even entire reports instead of a few pages that we need. WWF started a campaign to build awareness on the issue of deforestation for paper milling. They created a file format called WWF, similar to PDF except it couldn’t be printed. WWF wanted people to shoulder some responsibility in their everyday actions by deciding which documents to print and which to save as a WWF instead.

The campaign won multiple awards at the One Show, New York Festival, the 90th Global Art Directors Club awards and Grand Prix at the German Art Directors Club.