We kept the love of nature at the core of our idea. The idea is designed to demonstrate a moment that we believe is familiar to many and easy to catch. Just like the regular flower bouquet, this “tree bouquet” is a gesture to make amends, but most importantly it's an invitation to look forward and start fresh. The headline “Let’s clear the air” refers to a phrase known to most as a way of fixing something that’s gone wrong between two parts, but also a gesture to make things right. At the same time the headline directly translates what EcoTree’s business is all about; when you buy a tree you're contributing to carbon catching, which makes the air more clear.

The target audience is broad, both in age and where they live. What they have in common is that they care about our climate and nature, but they don’t always feel so connected to it. That’s why our strategy was to find a way of speaking and a visual presentation that they all recognise, either through personal experience or culture and media. The language we chose was love. Most people have been in a situation where you need to reconcile, apologize and last but not least, put in some effort. Taking care of relationships that matter to you doesn't come without cost, you have to invest in them. We believe that it’s pretty relatable and in many ways can be transferred to our relationship with nature. Just like in the love stories, action speaks louder than words - we all know it, we just need to be reminded sometimes.

We choose to follow the brief’s wishes for a positive language, focusing on a key visual for promoting EcoTree’s work for climate. We believe the business model is unique, and that the customers investment and possible revenue should not be overseen. That’s why we wanted to include this at the bottom, hopefully boosting their curiosity further.