WOOD, PAPER, CHECKMARK: design an awareness campaign for sustainable forestry

Competition Details

Be Our Hero

by Daniel Tu

The idea for this campaign is to personify the problem of deforestation by creating a “spokesperson” for the forest and all the species that call it home. The tree frog challenges us as consumers to be their heroes while appealing to our senses and striking an emotional cord. It connects the outcome (health or deforestation) with our actions (consumer purchasing).

Having a lovable character like the tree frog delivering a serious message will help resonate with the target audience in a gentle and caring way.