Find out whether to buy a tree today by going down the decision tree. The key visual engages the target audience by presenting a hearth warm, personal and most importantly – interactive approach to decision-making regarding tree ownership. It works as a guide helping individuals determine whether buying a tree aligns with their interests and values.

Target audience is climate-conscious individuals who have seen numerous campaigns and organizations encouraging them to donate, participate, contribute and take millions of other actions to save the planet and its inhabitants. They become tired, less attentive and even lost between their thoughts and endless possibilities.

With this campaign we will change that. By playfully navigating them through their own thoughts we will plant the solution, benefits and even the options of buying and gifting a tree in their heads.

Insight: the root of a problem is not that target audience don’t know the benefits of forests. The real problem is that they don't know if they should own a tree.

Our strategy is to plant this question and idea in to their head. As it’s a new solution they might have never heard or even thought about before. Answering circuit of questions will not only explain EcoTree business model’s (tree-ownership) benefits, but also contribute to thinking in terms of conciuos shopping — which also makes a strong contribution to sustainability.

The headline copy works as a first hook. And later takes you on a playful and engaging decision tree journey. Providing an opportunity for individuals to connect with the concept of owning a tree and its significance in supporting the planet's health and well-being.

It’s form and tone matches the EcoTree personality. We address the audience in a personal and playful way, without moralising or scarying. We stay humble and truthfull. Enjoyable and informative, ensuring that individuals have a clear understanding of the value and impact of tree ownership.

It’s adabdable to other media chanels and even has potential to be geimified! It’s distinct, unique, playfull, optimistic and most importantly honest. Eye catching and self-explanatory.