The idea is to focus the key message in the visual directly on people. Climate preservation, protection of species, biodiversity and sustainable solutions should be communicated in the second step. In addition, all these positive effects result automatically from investing in a tree and moreover in yourself.

The core idea is: The Ego-System makes the Eco-System. Buying trees is an investment in yourself and finally an investment in and for the nature, your environment and our planet. Everyone can support sustainable forestry with their ego. A campaign that not only appeals to a stereotypical nature lover, but more to people in urban areas.

You invest in a tree, in yourself and ultimately this "EGO business model" results in a functioning ecosystem.

The strategy behind the campaign is to respond to people's individual needs, goals and visions.

The approach is to start with people and their ego - their personal protective mechanism - to show the relevance and benefit that they derive from it. The human ego is so powerful and can achieve enormous things and a mission seemingly impossible possible. If people realize that this project is about them, that they can possibly also get a financial bonus from it and do something good for the environment, the topic of saving the climate could take on a whole new direction and drive.

From your own ego to a functioning and sustainable ecosystem. The sophistication lies in the play on words, which generates so much attention and arouses curiosity and is charged from a whole new perspective.

If you start from the intrinsic motivations of the individual people who use the forest individually, the value of the forest is also completely recharged. The forest is used as a place of rest, for example for Shinrin Yoku, coming from the Japanese and has a similar meaning to "taking a bath in the atmosphere of the forest" - forest bathing. This is about getting involved with nature with all your senses, feeling it and ultimately benefiting from it.

For others, the forest is a fitness paradise, an opportunity for a relaxing walk and ultimately a personal place to take a break from everyday’s life. Protect YOU by protecting the forest.