Cannes Lions

UMBRELLA TREE

GREY GROUP SINGAPORE, Singapore / WORLD WILDLIFE FUND (WWF) / 2013

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Overview

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Credits

Overview

Execution

People were able to relate the importance of trees in a more immediate manner. They realised how trees are the natural shades and without it, they will suffer consequences such as global warming. In a city filled with concrete, this execution brought a problem that is a hundred miles away closer to home.

Outcome

The umbrellas were gone within hours but donations continued pouring in for the reforestation efforts. People who bought the umbrellas carried them around town making a statement against deforestation.

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