I&M Bank Promo, Case study CUT YOUR OWN TREE by McCann Erickson Kenya

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Industry Banking, Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Promo & PR, Case study
Market Kenya
Agency McCann Erickson Kenya
Executive Creative Director Inam Kazimi
Art Director Martin Mwangi
Client Service Director Rohini Patel
Released October 2011

Credits & Description

Category: Best Use of Print
Advertiser: I&M BANK
Executive Creative Director: Inam Kazimi (McCann Kenya)
Art Director: Martin Mwangi (McCann Kenya)
Client Service Director: Rohini Patel (McCann Kenya)
Client Service: Chepkorir Koech (McCann Kenya)
Media placement: MAGAZINE - ADVERTISING DAR - 23RD MARCH 2012

Insights, Strategy & the Idea
In Kenya, poverty levels have driven people to indiscriminate chopping down of trees and many sections of prime forests have been chopped down and tribal land sold for housing. Corporates like I&M Bank have stepped in to replant the empty tracts. But as soon as trees start regrowing, the chopping starts again.

The strategic focus of this ad is the callousness and impunity with which trees are being cut down. And how unaffected the populace, corporates and government are to the replanting effort.

Creative Execution
The Creative Idea exemplifies 'how easy it has become to cut down a tree'. The idea is interactive. And the 'shock' of what you have just done give you the opportunity to then right the wrong by participating in the reforestation drive.

Results and Effectiveness
The campaign has just kicked off. One insertion so far, however 2 magazines and 4 insertions to go. It is important to note that in East Africa there is widespread apathy towards such issues, and corporates spend only threshold levels on CSR activities. In fact, here, as the saying goes 'If I can save a single tree I would have saved the forest!'