We want to revive a practice that new generations probably have never had the chance to experience. The good old, long forgotten herbarium is synonymous with a carefree childhood and an appreciation of nature.

By incorporating a clever use of language in our slogan and crafting a tangible visual identity, we differentiate ourselves from ordinary advertisements. Especially when they notice a new family in the forest – the EcoTree.

Just as parents proudly kept and showed their herbariums to their children, today we want to do the same with the forests that parents will leave for their children to inherit.

Insight:

People are afraid (or not interested) to change their everyday routines, for example, change the milk brand they use.

Is it easy to make a change that lasts a lifetime? Not at all. But, we all continue to aspire to make positive changes, especially when they can be easily implemented.

Strategy:

Some ecological solutions already exist, but they are often inherently complex. They may also be uninteresting and poorly explained to us, keeping us uninformed. It can be challenging to capture our attention when something sounds abstract or inconvenient.

That is why we are using a real tree. Nothing abstract, nothing you have to imagine.

EcoTree is a quality guarantee for every tree in the forest.

Inspiring people who are angry about the planet but feel disempowered, those who are tired of ads calling them to join the fight of our lifetimes. This time we are activating their attention, not their fears.

We wanted to include everyone in one simple ad. Or maybe not that simple? Because herbariums mean totally different things to different TG-s. EcoTree captures our attention and makes us think for at least a second about what we actually saw.

This is not just a book to be made, but a book that will be in the making for the rest of your life and in the lives in future generations. We see the potential in the fact that one day EcoTree will really gather all the tree owners and sign into one big “infinite” herbarium.