A Mobile Campaign By Google And WWF
Alessandro Ilarda
Jun 20, 2014
In the event that you’re stuck in a coffee shop or bookstore and desperately need to know what book you’re holding, here is an app that can assist you with it. Capable of identifying any book, counting the number of pages it contains, and even determining the format and density of paper used in its production, is an app you simply cannot ignore.
Read Also: A Google Glass Explorer Story: Into The Wild
As if all of that information wasn’t cool enough, the app even goes to the extent of letting you know how much of timber was used to make the book, and whether there is an electronic version of it available.
How It Works
When the purchase happens, some percentage of it is saves and added to one of the trees in the app. The trees are of five types, and signify the most common types used in the production of paper. Aside from your purchase, you can also donate a percentage of the proceeds to the WWF through bookstores that are partners with the app.
Accolades And Recognition
Developed WWF in collaboration with Google, the app was created by Russian agency Leo Burnett Moscow. At the International Advertising Festival Golden Hammer, the project received the most number of accolades.
Developers
The brains behind this wonderful app include creative director Grisha Sorokin, art directors Mikhail Derkach and Andrey Sergeev, senior account manager Marina Andzhich and producer Alexey Kolokolnikov.
What The Campaign Is About
Along with the production and sale of books that are made exclusively of paper, WWF is also concerned with preserving forests. It is with this passion in fact, that the Free-A-Tree Android application was launched. Powered by Google Glass, the app uses Google eBookstore services for its functionality.
Changing The World For The Better
Aimed solely at showing you how easy it is for you to protect the planet you’re living on, and subsequently changing the world for the better, Free-A-Tree tries to make this idea available to everyone.
Goals And Insights
Perhaps the most important goal of the app is to enhance consciousness among people about the issue of deforestation. This is especially possible by providing information to the masses about the uses of the Google Goggles and Google eBookstore services.
