Bund Ambient Tree Concert by BBDO Berlin

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Tree Concert

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Industry Charities, Foundations, Volunteers
Media Ambient
Market Germany
Agency BBDO Berlin
Art Director Daniel Schweinzer
Copywriter Lukas Liske
Illustrator Robert Bilz
Production Gang of Berlin
Released June 2013

Awards

Cannes Lions 2013
Design Lions Offline Digital Design Gold
PR Lions Sectors & Services; Charity and Not for Profit Gold
Outdoor Lions Ambient; Special Build Bronze
Branded content & entertaiment lions Branded Entertainment; Best use or integration of offline media such as print, outdoor etc Bronze
Cyber Lions Other Digital Solutions; Other Digital Channels Bronze
PR Lions Sectors & Services; Environmental PR Bronze
PR Lions Technique; Best Use of Live Events and/or Stunts Bronze

Credits & Description

Media: Ambient
Category: Public interest
Agency: BBDO
Brand: Friends of the Earth
Geo: Europe, Germany
A chestnut tree plays a concert for the preservation of Berlin city trees.
Advertising Agency: BBDO, Berlin, Germany
Creative Directors: Jan Harbeck, David Mously, Wolfgang Schneider
Art Director: Daniel Schweinzer
Copywriter: Lukas Liske
Illustrator: Robert Bilz
Account Managers: Mia Luecker, Joris Jonker, Monika Groewe
Agency Producer: Michael Pflanz
Production company: Gang of Berlin
Producers: Mat Neidhardt, Friederike Seifert
Published: September 2012
Description of Ambient execution
In september 2012 we organized a one of a kind charity concert – with a 100 year old chestnut tree as the musician. For him we built a unique instrument: a touch-sensitive membrane construction, tailor-made to fit the tree. Each impact of a falling chestnut produced an artistic composition of sound and light. Original sounds of the tree (rustling of leaves, groaning branches) became part of the composition. So the tree could play for his companions and collect donations. The installation was located at the heart of Berlin near the famous “Hackesche Höfe“ with thousands of passerbys each day. Additionally, posters all over the city promoted the event as well as social media activities (facebook, twitter). Local and national media (newspapers, TV and radio stations) and hundreds of blogs took up the subject, attracting even more visitors.
Every donation channel was linked to an incentive:
- The tree thanked every SMS-donor with a personal message
- Online donors received an exclusive dowonload track
- After the concert Berlin star-DJ Robot Koch produced a remix which continues to raise funds
URL: http://www.treeconcert.de/case_en/