获奖信息：戛纳狮 - A03组 移动类 金奖 辉柏嘉发明一款APP，手机对着铅笔扫一扫，可爱动物就跳出来了。一款小游戏不仅吸引大家使用环保铅笔，更督促了孩子好好学习，最后也大大提高了自己产品的销量。 THE NEVER-ENDING FOREST APP FABER-CASTELL | DAVID THE AGENCY | 2017Mobile - A03 Augmented Mobile Experience Execution The campaign started in early December as a teaser, using tradicional and social media, to raise awareness about the importance of using Faber-Castell Ecopencils made of reforested wood. The app was launched a month later, matching with the moment when kids came back to school for a new term. The animals that live in the forest where the Ecopencils come from were used as the main visual hook to engage kids in a game using augmented reality. By pointing their camera phones to a pencil, kids could see the pencil transforming into an animal. The idea was to collet them, unlocking new functions within the app. In the first week, only three of the twelve collectible animals were available. And every following week a new animal was released, keeping kids engaged in the activity for longer. Strategy Kids love spending time playing games on their mobiles, taking and sharing pictures and watching Youtube videos. Targeting kids age 7 to 12-years-old, the approach Faber-Castell took was to find an intersection between two territories: the cultural relevance of gaming and the importance of using pencils made of reforested wood. Synopsis Every new school term is crucial for the pencil business category. But how to compete for kids attention when we talk about pencils but the main thing kids have in their hands nowadays is a mobile phone?Faber-Castell created a mobile centric campaign. Having an app as the centre of all activities, but also making usage of traditional and social media. Since Ecopencils are made from reforested wood, the app introduced kids to the idea of reforestation and the importance of using an Ecopencil Faber-Castell to preserve trees and also to preserve a