Google/WWF Russia: Free a Tree app

Read an e-book, save a tree.

Published on May 07, 2012

Editor's Pick

Google and WWF Russia have teamed up to launch the Free-a-Tree app, developed by Leo Burnett Moscow, to encourage consumers to download e-books rather than buying the paper version.

An Android app available on Google Play, it uses Google's recently launched 'Goggles' to identify any book by its cover and scan it, whether you're in a bookshop, library or somewhere else. The app determines the number of pages, density and format of the paper, shows how much of a given tree it took to produce the paper book, and offers to buy an electronic version of it in one of its partner-stores. A percentage of the proceeds will be donated to WWF.

The app also allows users to 'grow' five types of virtual trees that are most commonly used in paper production. Every time they purchase an e-book, one of the virtual trees will grow by the saved percentage. The results of the virtual trees grown by the users will appear in a global rating, and each user can share them via social media.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


May 07, 2012
Leo Burnett Moscow
Google/WWF Russia
Creative Director:
Grisha Sorokin
Art Director:
Grisha Sorokin
Art Director:
Mikhail Derkach
Art Director:
Andrey Sergeev
Alexey Kolokolnikov

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.