During the winter 2013/14 the Swedish organization Vi Agroforestry decided to cut down the trees in Sweden’s most famous parks. They did it to make people conscious of the deforestation around Lake Victoria in Africa. And to raise awareness of the relatively unknown Vi Agroforestry, an organization that supports the area through tree planting. But how do you cut down the trees, without actually cutting them down? We often see retouched photos, but it is usually about adding elements or creating entirely new ones. These photos had to remove something substantial. And it had to look real. Or no one would care. To bring the photos to life they were animated into films for YouTube and Facebook ending with a strong message. The very first day of the campaign, Sweden’s biggest newspaper Metro, published the photos in all major cities of Sweden. Soon, other newspapers, blogs, radio and social media caught on. And people started talking about the controversial photos.
Art Director:Christian Soderholm
Executive Creative Director:Johan Blomstrom
Account Director:Staffan Smedfors
Designer:Guillaume Payen, Sara Von Platen
Account Manager:Catharina Fagerlund, Sofia Finnman Larsson
Technical Director:Markus Johansson
retouch and animation:Bsmart