| Title | BKT GREEN ANNUAL REPORT |
| Brand | BKT (BANK KOMBETARE TREGTARE, ALBANIA) |
| Product/Service | ANNUAL REPORT |
| Category |
A03. Publications & Brand Collateral |
|
Entrant Company
|
FCB AFIRMA Belgrade, SERBIA
|
|
Advertising Agency
|
FCB AFIRMA Belgrade, SERBIA
|
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Production Company
|
CUGURA PRINT Beograd, SERBIA
|
Credits
| Goran Ruskuc |
FCB AFIRMA |
Creative Director |
| Ivan Nikolic |
FCB AFIRMA |
Art Director |
| Srdjan Naumovic |
FCB AFIRMA |
Account Director |
| Radmila Velic |
FCB AFIRMA |
Agency Producer |
| Goran Ruškuc |
Fcb Afirma |
Copywriter |
Brief Explanation
BKT, the biggest bank in Albania has a legal obligation to publish the most important business figures as a hard copy Annual Report. And, for the past year, they had more than a few reasons to do it gladly.
Beside the fact that they became the biggest bank in 2014, BKT also announced their mission to become the greenest bank in Albania.
The Brief
BKT wanted to publish Annual Report for previous year and spread the great news for the next one: dedication to the green side of their business.
The challenge was how to prove that dedication to a green banking philosophy isn't just a shallow statement if they print thousands of pages for the Annual Report each year?
Still, they needed both: the Annual Report and the clear green message.
How the final design was conceived
We created this year’s Report without using one single regular printing paper.
Instead, we produced a USB stick from Eco-friendly materials and placed the whole Annual Report on it as a PDF file. Insight that we've got from the client was that their business partners usually put all BKT Annual Reports in line (one next to another), so we had to think through how to adjust aesthetic of recycled non-printed Report with the printed previous ones.
That is why we made fake covers from recycled paper in the same dimensions as any previous year and sent it all together with the USB to clients.
Indication of how successful the outcome was in the market
Along with sending the green message to all major clients and opinion makers in Albania, we succeeded in making production costs lower than in any previous year.
This year Report stressed the question: How can we all be a little greener in our everyday business?
The BKT Annual Report launched a debate on having a hard copy Report at all.
The most important “detail”: we saved thousands of pages and a few trees as well.