A strong print ad that shows the presence of dead trees in an everyday and familiar environment to highlight the fact that we are used to buy trees, but a bit too late.

We have also underlined the problem of Fast Furniture Industry, one of the major reasons of deforestation, making the brand a solution.

The term “Fast Furniture” describes the trend of mass producing cheap and low-quality furniture. Over the course of a decade it produces about 12 billion trees that they could continue to make the planet a better place. Deforestation, climate change, species extinction and ocean’s decline are the results. 
EcoTree is the solution: it actively contributes to reforestation and to restore a damaged ecosystem. Because we’ve always bought trees, but always after they were dead.