So Acao Solidarity movement Design & Branding MUCH MORE THAN TREES by Paz Comunicacao Estrategica

MUCH MORE THAN TREES

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Industry Environmental & Animal Issues
Media Design & Branding
Market Brazil
Agency Paz Comunicacao Estrategica
Art Director Marcelo Maciel
Copywriter Leonardo Parnes
Illustrator Lorenzo Durán
Released December 2011

Credits & Description

Category: Posters
Advertiser: SÓ AÇÃO - SOLIDARITY MOVEMENT
Product/Service: ENVIRONMENTAL AWARENESS
Agency: PAZ COMUNICACAO ESTRATEGICA
Creative Director: Leonardo Parnes (Paz Comunicação Estratégica)
Art Director: Marcelo Maciel (Paz Comunicação Estratégica)
Copywriter: Leonardo Parnes (Paz Comunicação Estratégica)
Planner: Einhart Jácome Da Paz (Paz Comunicação Estratégica)
Illustrator: Lorenzo Durán (Natura Y Arte)
Media placement: Poster - City of Recife - 10 of december

Describe the brief from the client
The client works with children and adolescents in search of more effective environmental education and needed to extend the importance of this work to the whole society, featuring only signs to communicate with the public.

Describe the challenges and key objectives
The challenge was to communicate the client's goals while preserving nature, using a new creative platform.

Describe how you arrived at the final design
In order to stop the deforestation of the few green areas in the city, a study was made in conjunction with the Spanish illustrator Lorenzo Durán, from Naturayarte, which shows that cutting down trees damages the entire ecosystem and costs the residents of the city even more. All illustration was made with actual leaves, which were photographed afterwards and used as the face of the print campaign. Posters with the actual leaves were also distributed in strategic areas of the city.

Give some indication of how successful the outcome was in the market
The campaign reached the mainstream media without it having to be paid for, amplifying the power of the message and surprising the audience.