Cannes Lions

CHARITY

AGÊNCIA MOOD, Sao Paulo / FUNDACAO AMAZONAS SUSTENTAVEL / 2011

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Overview

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Credits

Overview

Execution

Fake tree canopies were created from fabric with the words “Everyone likes shade, but few people take care of trees.”The canopies were manually installed on the trunks of various trees that had been cut that we found along the streets of São Paulo.In this way the trunks became our media, taking the Foundation’s message to thousands of pedestrians who walked by them.

Outcome

For a cost of US$87 spent producing the fake tree canopies, the Sustainable Amazon Foundation showed the importance of preserving the Amazon to over 100,000 people on the streets of São Paulo in just one weekend.

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