Design > Digital Design
BBDO GERMANY, Dusseldorf / BUND FRIENDS OF THE EARTH GERMANY / 2013
Awards:
Overview
Credits
BriefExplanation
Research showed that only a small percentage of the population knows about the loss of city trees. "Friends of the Earth Germany" was looking for an idea that could both raise awareness all over the city and raise immediate donations at the same time.
ClientBriefOrObjective
Berlin has lost 15,000 city trees over the last few years - and with every tree the city loses some quality of life. "Friends of the Earth Germany" aims to stop this trend. We were asked to raise awareness and make people donate for this little known problem.
Implementation
In September 2012 we organized a one of a kind charity concert - with a 100 year old chestnut tree as the musician. For him we built a unique instrument: a touch-sensitive membrane construction with integrated sensors, tailor-made to fit the tree. Each impact of a falling chestnut produced an artistic composition of sound and light. Original sounds of the tree (rustling of leaves, groaning branches) became part of the composition. So the tree could play for his companions and collect donations.
Outcome
Tree Concert became the talk of Berlin - and far beyond. Overnight every major newspaper in Berlin took up the subject, as well as TV and radio stations. The playing tree spread worldwide on social networks and hundreds of blogs. "Friends of the Earth Germany" registered a new donation record for the preservation of trees with an increase of 800% compared to the average month.
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