As the goal of the campaign is to create more aware consumers, I approached the ads as if they were feature stories in a high end interior design magazine, or an ad for furniture itself. By putting the audience in this mindset, it gets them thinking of their consuming habits. This ad is then ripped away to feature the true "roots" of the issue. This encourages them to look beneath the surface of what they are purchasing and consuming.
The ads could be spun off featuring different wood products, such as paper goods, stationary, building materials, etc, each ripped away to encourage the consumers to look beneath the surface, to be aware of the implications of their purchases.