Create a Christmas card based on good paper usage and social responsibility, that would go against the idea that the printing industry is very negative for the environment. The point was to generate a piece that would be valid not only at this festive time, but also throughout the year.
Communication Concept and Strategy
With the help of data visualisation and stop motion, and the intent of being an interactive landing page, the concept was based on paper and its use, and divided into 8 parts:
1. MISSION: Production processes were continuously optimised to reduce the energy and raw materials consumption.
2 . CONSUMPTION: Reading a printed newspaper could consume 20% less carbon than reading news on the Internet.
3 . PRODUCTION: To produce the average amount of paper that a single person uses in a year - 200kg - the industry uses only 500kW/h. That is equivalent to the energy consumption of a computer on for a month.
4 . RENEWABLE: More than half of the energy used to make paper in Europe comes from renewable sources.
5 . MATERIAL: From the wood extracted of world forests, 53% is used in energy production, 28% is used by sawmills, and only about 11% is used directly by the paper industry.
6 . FORESTS: 95% of Ocyan's paper comes from sustainable forests.
7 . PLANTING: For each pine tree consumed Ocyan plants 3 or 4.
8 . CONCLUSION: Ocyan helps create 12.350 new pine tree per year.
Visually, except the typeface, the whole piece is done with coloured paper. The use photography and paper origami, instead of a fully vector and digital image, strengthened the intended message, giving it texture and a more physical approach. Each of the steps used a different Ocyan colour, and the last one all of them, to illustrate the message "planet of all colours". The white background allows cleanliness and greater focus on the message.
For the Christmas card it was only developed animation from the 6th part of the interactive piece. Therefore, by the use of stop motion, it begins with a square sheet of paper, that is folded in half and then reproduced to draw a 95% yellow pie chart. After returning to the starting sheet, it will magically build an origami pine tree. And for each pine tree that becomes a sheet of paper 3 other will emerge, showing finally 1.300 tons of paper compared to 12,350 pine trees planted.
Besides paper cuts and hurting fingers from way to much folding... With a taste of data visualisation this animation creates the illusion of paper moving itself. It is a celebration of the use of paper and a piece that can be viewed throughout the whole year.