Background: PRASA (The Paper Recycling Association of South Africa) is an organisation that is promoting a culture of recycling in South Africa. They offer recycling services to companies and promotes the concept of reuse, deduce, recycle and recover via education and awareness campaigns.
Insight: On average, 1 tree produces 8500 sheets of paper, whilst 1 person uses about 500,760 sheets of paper (+/- 59 trees) in a year.
Creative Execution: Visually there is something very disturbing about the amount of paper we get out of one tree. By replacing a forest of trees with stacks of A4 pieces of paper, we recreated a tranquil forest scene, complete with a carpet of leaves and dramatic lighting, a powerful reminder that paper is a valuable commodity and should be used wisely and recycled. Craft In order to create a lifelike image of a 'paper forest', several carefully lit photographic scenes were composited together. Lighting for the various paper piles, individually shot in studio, matched the early morning forest scene we shot to create the forest bed. The sky and other details were also shot individually. Extensive digital manipulation was needed to create the final scene.
Print advertisement created by TBWA, South Africa for PRASA, within the category: Public Interest, NGO.