Our goal was to find an idea that communicated the agency´s philosophy but also one that moved our clients towards helping us reduce our print waste.

The solution was to recycle hundreds of prints and through a handcrafted process transform them in to Black Pencils,

Leo Burnett´s symbol of thinking big. So, at the end we gave our clients a gift literally made from ideas they saw through out the year.

From now on, every time a client writes with one of our recycled Black Pencils it would automatically remind them to ask for less prints. With that in mind we feel a great sense of success not only in terms of buzz, but as an inspirational ecological tool.

In the first trimester of the year we managed to reduce the material printed in the approval process by 43%.