New global temperature records, increasing weather extremes, rising sea levels. Climate change is becoming more and more noticeable by the day. One of its main effects: Wildfires.
Already last year (2022), over 837,212 hectares of forest burned in Europe, making it the highest number on record.
And 2023 will be no different:
Let's use burned forests to grow new ones.
By launching the first collection of charcoal pencils sourced directly from wildfires - and using all proceeds for reforestation.
The forest collection 2023
It is wrapped in a colorful, forest-like packaging – illustrating the magnificence, beauty, and lush green nature that comes to our mind when we think of forests.
Unfortunately, this perception is no longer in line with today's reality…
The forest collection 2023
Today's reality is that more and more woodlands are disappearing due to forest fires – that's why the content of the Forest Collection 2023 consists of just that: the remains of wildfires, charcoal pencils.
In this way, the Forest Collection 2023 raises awareness of the drastic consequences of forest fires in an unexpected and surprising way.
But it's not just about raising awareness, but rather about packaging the problem into a product that in turn leads to a solution: Reforestation. Because all of the proceeds from The Forest Collection 2023 will be donated to this cause. So that from burned forest can grow new ones.
Proof of concept
A similar idea from another agency was successfully submitted in Cannes that same year and won several awards, so it was no longer pursued shortly before our first client presentation.
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Art Director: Janina Janzen
Copywriter: Emma Hernandez-Bleuel
Account Manager: Matthias van Stein
Creative Director: Judith Safavi-Hir
Executive Creative Director: Patrick Ryffel
Category: Advertising (Gold)
Year: 2023
Agency: DDB Tribal Hamburg