GIFT A TREE by Meridian Communications for Treesforfree.org

GIFT A TREE

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Industry Environmental & Animal Issues
Media Design & Branding
Market India
Agency Meridian Communications
Art Director N. Ramesh, Jerald. J. Samuel
Copywriter Vinod Lal Heera Eshwer
Released November 2009

Credits & Description

Category: Posters
Advertiser: TREESFORFREE.ORG
Product/Service: TREE PLANTING
Agency: MERIDIAN COMMUNICATIONS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MERIDIAN COMMUNICATIONS, Bangalore, INDIA
Executive Creative Director: N. Ramesh (Meridian Communication)
Creative Director.: Vinod Lal Heera Eshwer (Meridian Communication)
Copywriter: Vinod Lal Heera Eshwer (Meridian Communication)
Art Director: N. Ramesh (Meridian Communication)
Illustrator: Jerald J Samuel (Meridian Communication)
Art Director: Jerald J Samuel (Meridian Communication)
Media placement: Poster - Indoors - 01-12-2009

Describe the challenges and key objectives
The challenge was to get people to look beyond conventional materialistic gifts and consider gifting trees. A mammoth task for a single poster.

Describe the brief from the client
treesforfree.org, a tree planting charity, wanted to tell people looking to buy a gift to consider gifting a tree. And, in the process, raise funds for planting trees.

Describe how you arrived at the final design
A tree is a gift unlike any other. It is a gift that keeps giving. It gives oxygen, shade, shelter, fruits, brings rain and a host of other things. While people know this, they've never actually thought of gifting a tree. In order to bring this thought to life, we took the single graphic element of a 'giving hand' and created a tree of 'giving hands'.

Give some indication of how successful the outcome was in the market
1.Many corporates including Yahoo!, Sunguard and Applied Materials are now gifting trees to thier employees on their birthdays and anniversaries. 2.Over 2000 trees have been gifted by individuals to their loved ones.