VISEEDING CARD by Meridian Communications for Treesforfree.org

VISEEDING CARD

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Industry Stationery
Media Design & Branding
Market India
Agency Meridian Communications
Art Director N. Ramesh
Photographer Senthil Kumar
Typographer Vinod Lal Heera Eshwer
Illustrator Vinod Lal Heera Eshewer
Released November 2009

Credits & Description

Category: Stationery
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)
Photographer: Senthil (Senthil Photo)
Illustrator: Vinod Lal Heera Eshewer (Meridian Communication)
Typographer: Vinod Lal Heera Eshwer (Meridian Communication)
Media placement: Actual Handwritten Seeds - Direct - 01-12-2009

Describe the challenges and key objectives
Started and run by Janet, treesforfree.org is a one-woman show. All communication is routed via the internet or Janet’s mobile. However, she still needed a card to leave behind with the media, donors and supporting corporates. Using paper, even if it was recycled, somehow wouldn’t do justice to the ideals of treesforfree.org.

Describe the brief from the client
Design a visiting card for treesforfree.org- a paperless, tree-planting charity.

Describe how you arrived at the final design
Tree seeds as visiting cards. After much research, seeds of the Honge tree (Botanical name-Pongamia Pinnata) were chosen. The ‘viseeding card’, when planted, grows into a remarkably adaptable, hardy tree that produces biofuel, biofertiliser, biopesticide and oil, apart from the usual benefits that other trees give like oxygen, shelter, carbon sequestering, etc.. Researchers predict that ‘Honge oil’ could completely replace the nation’s consumption of petroleum-based fuels. Traditional medicine acknowledges Honge as a veritable one-tree-pharmacy with an astonishing range of remedies. Grazing animals don’t eat Honge leaves, thereby guaranteeing its survival. Janet’s contact details were handwritten using a marker.

Give some indication of how successful the outcome was in the market
When Janet says, “Here’s my card” and offers a seed, the recipients are always pleasantly surprised. They love the thought of every card becoming a tree, that it immediately empowers them to become a part of her work, while staying true to her mission of planting ‘treesforfree’. While most charities struggle for attention, Janet’s ‘viseeding card’ effortlessly makes a lasting impression with her contacts and the media, in a most memorable manner. - Asian News International, an arm of REUTERS catering to 300 news channels, featured the ‘viseeding card’. - CNN showcased the ‘viseeding card’. - Bangalore Mirror carried a feature on the ‘viseeding card’.