This ad campaign uses the philosophical question, "If a trees falls in a forest, does it make a sound?" as a way to raise awareness about the billions of trees lost every year to illegal logging and deforestation. The resulting ads and 2-minute animation answer this question by showing the impact the loss of a tree has on those around it. Trees do make a sound whether we are in the forest to hear them fall or not. Their sound reverberates in the loss of biodiversity, indigenous culture, economic opportunity and global climatic balance. The goal of this campaign is to show that we can choose to listen by buying FSC-certified products and supporting responsible forestry.