With our idea, we wanted to highlight EcoTree’s unique offering by creating a disruptive, provocative message. That now, even selfish people have a reason to invest in sustainability. We believe that this strong, distinctive hook will encourage viewers to take interest and want to learn more about the brand.

In addition to the disruptiveness of the message—it was important for us that this execution was different from the usual tone of climate ads. Normally, climate ads are either overly earnest and sedate or overly negative and fear-inducing. We believe that our direct, deadpan, disarmingly honest approach will act as a fresh voice in the space and make it impossible for our target audience to ignore.

Even the most selfish people on the planet need a reason to save it.

Most other climate initiatives rely on people being selfless. On people giving something of themselves for the greater good without wanting anything else in return. And that is exactly why they don’t work.

The financial incentives that EcoTree offers opens up sustainability investment to everyone—even those who are selfish. Our strategy for this campaign is not to target selfish people, but rather, to use selfishness as an absurd lens through which to make people aware of the financial incentives that EcoTree provides.

The primary target audience are climate-conscious individuals (25-55 years old). These people have been exposed to a lot of sustainability communications and will easily tune out things that are similar. We believe a disruptive, provocative message is the only way to cut through the noise and make them pay attention.

Our print ad answers the brief by creating a strong hook that will interest viewers and make them want to learn more. It helps tease the concept of EcoTree but leaves enough intrigue for the audience to find out the full story for themselves.