Gaining attention for everyday consumables is hard. It’s not enough to get people to notice your brand in the aisle. Instead, you need to create an impact in the home. Then make it memorable enough to carry through to the next purchase.

This is where the book comes in. To a family, a book is about teaching the next generation life’s most important lessons. It’s about creating memorable family moments. Strategically, we realised this was our moment to create change (as long as we could make it sustainably without ironically contributing to further deforestation!) IDEA: A raft of classic books and films with ‘outdated’ elements were being controversially edited for the modern world. But when it comes to depicting the state of our forests, many books are still portraying the healthy and vibrant wonderlands of yesteryear, and none of the updates have been made to acknowledge climate change. So, we took the most famous children’s book of all time, one that was set entirely in a lush forest, and updated it for modern audiences. We created Winnie-the-Pooh: The Deforested Edition – a first-of-its-kind re-imagining of the iconic 1926 children’s book. A rare edition rather than a new story, we kept the original narrative completely unchanged, retaining the magic of Winnie-the-Pooh and A.A. Milne as the author, but re-imagined every illustration to reflect a world without trees. The beautiful books were made like Who Gives A Crap’s toilet paper - without cutting down any new trees. EXECUTION: \We had two different design aims to consider when producing this book; we wanted to honour the original 1926 First Edition, and the book had to be a masterclass in sustainable production. We designed a sustainable linen hardcover reminiscent of the 1926 Edition. Landing ‘deforestation’ in a single image was critical for PR, so our cover illustration showed Winnie-the-Pooh looking quizzically at a stump.

The illustration was executed using delicate gold foil stamping. To contrast this, we used a manual de-bossing technique to depict the ‘memory’ of a healthy tree behind it. 250 physical books were made by hand, without cutting down a single tree. Produced in a 100% Green-e certified facility, using only renewable and carbon-neutral energy, each book contains 100% post-consumer recycled paper and board, and 100% cotton EU REACH-certified cover materials. Ostrom Climate's programs calculated and offset all emissions from the sourcing, production, and recycling of waste.