CLIENT
Vi-skogen (Vi Agroforestry)
BRIEF
Raise awareness of the deforestation in eastern Africa and to get more people to know about the relatively unknown Swedish development cooperation organization Vi-skogen, who reaches over one million people through tree planting, training and advice.
CREATIVE SOLUTION
How would our city parks look like, without a single tree? Using advanced photo techniques we created realistic photos and animations of how some of Sweden’s most famous parks would look like without trees. Besides for print ads, the campaign went primarily in digital channels as videos on Facebook and pre-rolls on YouTube and Expressen.se.
At the campaign site one could help Vi Agroforestry take up the fight against trivial hashtags on Twitter by a "Hashtag Battle". Vi-skogen also called for a grassroots campaign, where people were invited to print or order posters and put up on notice boards in Swedish parks, and then document it on Instagram. At the site one could also learn more about deforestation and contribute to tree planting in Africa.
MY ROLE
Art Director
AGENCY
MRM//McCann Stockholm
AWARDS & MENTIONS
3rd place, Månadens digitalt, Resumé
Directory, Issue 31
