We are an advertising agency, and our job is to present ideas to our clients. Most of the time we do this with layouts stuck to a black board. After each meeting, the ideas go onto the pages of magazines and the boards....well, they go into the trash. The brief was to have a good idea not only for the next client meeting, but also on how to avoid wasting more than 300 storyboards that are put together every month at Giovanni+DRAFTFCB.

Slicing the boards into strips and weaving these strips we could create folders that could be used for carrying new ideas to future meetings.But who would produce them? The Reciclar Institute is a NGO that makes various products out of recycled paper, offering an opportunity to the needy youth in that area to change their lives through the Program of Education for the Work Market and Responsible Citizenship. ( www.reciclar.org.br ) They were perfect for our responsible initiative!

When clients saw our folders, they started to return the old black boards that had been presented so that we would have more material to make even more folders. Several of them asked to keep a few examples so they could show them to the other agencies they worked with. Now, Giovanni+DRAFTFCB does not waste paper, nor does it throw ideas in the trash; after all, one good idea always leads to another.