Bund Friends Of The Earth Germany Ambient TREE CONCERT by BBDO Berlin

TREE CONCERT

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Industry Public awareness
Media Ambient
Market Germany
Agency BBDO Berlin
Executive Creative Director David Mously
Creative Director Jan Harbeck
Art Director Daniel Schweinzer
Copywriter Lukas Liske
Producer St. Gentis, M. Pflanz, M. Kuhn, S. Rochow, J. Diehl
Account Supervisor Christof Biggeleben, Frank Hägele, Dirk Spakowski, Sebastian Schlosser
Illustrator Robert Bilz
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
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

Type of entry: Ambient
Category: Special Build
Advertiser: BUND / FRIENDS OF EARTH GERMANY
Product/Service: NATURE PROTECTION
Agency: BBDO GERMANY Berlin, GERMANY
Chief Creative Officer: Wolfgang Schneider
Executive Creative Director: Jan Harbeck/David Mously (Creative Managing Directors)
Creative Director: Jan Harbeck
Copywriter: Lukas Liske
Art Director: Daniel Schweinzer
Illustrator: Robert Bilz
Account Supervisor: Dirk Spakowski/Sebastian Schlosser/Frank Hägele/Christof Biggeleben
Advertiser's Supervisor: Andreas Jarfe
Producer: S. Rochow/J. Diehl (Tv-Producer)/St. Gentis (Head Of Tv)/M. Pflanz/M. Kuhn
Account Manager: J. Jonker/M. Lücker/E. Dietzsch/M. Groewe/A. Willke/C. Penschke
Other Credits: Gang Of Berlin/Arri-Mitte/A. Alschiz/St. Bergmann/K. Garbacz/P. Tögel
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