Forests of the World The trees in Denmark: The Mourning Trees

April 23, 2014Filed under Outdoor, Film, Other and Public Interest, NGO

Background: On Oct 28 2013 Denmark was ravaged by the worst storm in history. The tiny welfare nation was in shock. Wreckages of buildings, train lines and cars were everywhere. Everybody was mourning their material losses. But no one thought of all the trees.. Creative solution: Forests of the World and their German sister organisation Oro Verde had previous given voice to the trees with the campaign 'The Donation Army'. Now it was time to engage the trees once again. So on the very day after the storm, trees all over Copenhagen could be seen with signs asking people for a minute of silence. Results: People picked up the messages and shared it through social media. Traffic to the organisation's website doubled and engagement on their facebook site increased with 416%. But most importantly: The trees spread consolation all over Denmark and raised awareness for the Forests of the World.

Advertising Agency:Ogilvy & Mather, Copenhagen, Denmark
Creative Director:Jakob Staalby
Art Director:Camilla Plough
Copywriter:Jakob Staalby
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