The National Forest
The Brand
200 square miles of mixed habitat forest.
The Brief
Get people to dedicate a tree in our forest to the special people in their lives. The cost is £15 and the money goes towards keeping our beautiful forest maintained and flourishing for years to come.
The Thinking
The very worst situation often bring out the very best in people. With Christmas approaching at the end of 2020, lets take the opportunity to thank the heroes of the year. Lets find the Captain Tom equivalents in different cities, have trees dedicated in their honour and inspire others to do the same for the heroes in their hometown.
Our ads would feature the local heroes of the town, who's light has made the community's time in the pandemic a little brighter. The press ads would appear in local paper's, reaching people who would already be familiar with the good being done by these indivduals.
Just one 48-sheet would've looked fantastic too.
Social
Post copy:
Nicky sent out food packages to the elderly and vulnerable, sparking her whole community to join in. There wasn’t a lot they could do to repay her kindness. But they dedicated a tree to her.
Know an angel in your community? Give a gift that lasts a lifetime.
#EveryTreeNeedsAnAngel
Post copy:
Graham provided free mental health guidance to those struggling in isolation. A tree was dedicated in honour of his work.
This Christmas, dedicate a tree to an angel in your life.
#EveryTreeNeedsAnAngel
Social media provided the opportunity to tell more of the stories behind the models in our ads and to circulate these good deeds the country.
One of my favourite ideas of 2020. My ECD used the words 'award-winning visual' in our first review. It started as a brief for a simple social campaign but we all saw an opportunity for it to be bigger. The client was blown away. Unfortunately, it required more admin than re-running the previous year's campaign. So they did that instead.
Copywriter: Charlie Furborough / https://charlesfurborough.wixsite.com/portfolio/charles-furborough