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Forest of wishes

Awareness campaign for PEFC

How to save a real forest with a digital forest.

Objective & goal

“The forest is relevant to everybody. But barely anybody cares. How can we change that?”

Insights

When it comes to the topic of “sustainable forest management”, the broader population is simply not involved enough. The first step towards more interaction: An invitation to everyone to express their wishes!

The idea

The forest of wishes: We invite everyone in Germany to write down their personal wish for the forest of the future. This is how we let people become part of the story and turn storytelling into storydoing.

The implementation

Because the forest concerns everyone, we want to reach as many people as possible. That’s why we are using well-known hardware stores such as Bauhaus and toom as channels to inform and direct a broad audience to the campaign landing page. Time to let the wishing begin: On the campaign landing page, wunschwald.com, everyone can write down their personal wish for the forest of the future, “plant” a tree and let an interactive “forest of wishes” grow.

Media

  • ADVERTISEMENTS
  • MICROSITE
  • SALES MATERIALS
  • DISPLAY BANNERS
  • FACEBOOK ADS
  • POS MATERIALS

The highlight of the campaign: For the day of the forest we stage some of the most striking ideas of the campaign with an attention-grabbing art performance. The artist? None other than the international performance artist Gijs van Bon. We couldn’t wish for more.

The result

Bauhaus liked the campaign so much, that it was rolled out in 17 stores across Europe and generated over 33,000 requests in the first three months alone. The judges at the Summit Awards really liked the campaign and honored it with two awards – including the “Best of Show” award. We also placed on the shortlist of the German Prize for Online Communication (DPOK).

33000

wishes in the first 3 months.

2

awards at the Summit Awards

Interested

Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?

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