Cannes Lions

The Refugee Jatoba

AFRICA DDB, Sao Paulo / INSTITUTIONAL / 2022

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Overview

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Overview

Background

In 2021, illegal deforestation of the Amazon Forest reached its worst level in a decade.

More than 10 thousand km2 of native forest were devastated. At this rate,

in the next 15 years we may reach the point of no return, when the tropical forest can no longer regenerate and becomes a huge savanna.

This affects not only the indigenous people who live there, but the entire climate of the world.

Despite this, the Brazilian government continues to broadcast lies about the real situation.

It is time to pressure the politicians for a change.

Idea

The native Amazon forest has been facing a war against illegal logging, thus using a gap in the 1951 UN. The Refugee Convention, which defined as a refugee any life that is persecuted and has its life put at risk in its country of origin, we officially request asylum for a tree native to Amazon for over 100 countries around the world.

Strategy

In September 2021, on Arbor Day, while President Bolsonaro gave the opening speech at the UN General Assembly masking the real situation in the Amazon, we filed an official asylum application for a native tree for more than 100 foreign embassies.

The request was posted on our social networks and shared with influencers engaged with the cause. Soon, the local media became interested in the idea and decided to interview our indigenous representative who justified the act. The message was simple: we are asking for asylum for a tree because the Amazon is at war with illegal deforestation. From then on, the news achieved repercussion, reaching even the international headlines.

Execution

On Arbor Day on September 21, 2021, we officially request asylum for a tree native to the Amazon for more than 100 countries around the world. The message was simple, we are facing a war against illegal deforestation and something must be done. This request was also posted on social media, shared with influencers, and printed in the OHH near the foreign embassies in Brazil.

Outcome

An official request for asylum for a tree native to the Amazon was so unusual that it made the news all over the world. Reverberating the real situation of the forest. As a result, our indigenous representative was invited to share the story at COP-26. The United Nations Climate Conference.

Where she could ask for help in front of all the global leaders. Under pressure, the Brazilian government has signed a pact to reduce illegal deforestation to zero by 2028. Not only that, but the Royal Norwegian Embassy has also accepted the request and planted the tree within its walls. Making the Jatobá the first tree in the world to receive refugee status.

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