The campaign is based around the URL being a logbook. A pun that reflects the logging in the forest, the logging of information and the login language of a website.
The adverts use the image of a gorilla to show a victim of deforestation that people can relate to.
The style of the logbook is handwritten to make it more personal. Like a diary.
Various adverts could follow this pattern. Instead of the gorilla there could be: an idigenous person or an image of climate change.