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Our partners Lobo brought to fruition the campaign created by DAVID to promote Faber-Castell’s EcoPencil line, made of 100% reforested wood.

Comprising a TV and online ad and a mobile app, the communication shows each pencils transforming into one of 13 different animals from the Brazilian fauna. The idea behind this is that reforested wood saves not just trees but the entire ecosystems which depend on them.

To use the AR app all the child has to do is point the camera on her cell phone or tablet at one of the brand’s pencils, and a 3D animal appears according to the color of the object, along with information about its species.

It’s also possible to paint the animals to give each of them a unique appearance, giving the child the opportunity to assemble her own customized, playful and informative menagerie.