Build the future
This environmental communication campaign is developed by ad agency Ogilvy for “Big Trees Project” organization.
The creative approach is really original as it reframes the deforestation not as a distant ecological issue, but as a direct inheritance problem for future generations.
The key visuals represent tree stumps looking like Lego bricks at first glance, while these tree stumps are turned in fact into raw slice of soil as a symbol of the legacy building blocks we’ll leave behind for our children, if the deforestation continues.
The campaign is built on the powerful truth that people care more deeply about the future when it is connected to children.
Having in mind this, rather than saying “save forests”, the key message of the campaign says: “Decide what we give children to build the future?” That shift transforms sustainability from an environmental issue into a moral and generational responsibility.
And here are the key visuals.
Think about it!
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