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Home / Reclame / Georgian Creative Agency Exhibits Burned Christmas Trees As a Jarring Reminder Of Natural Catastrophe

Georgian Creative Agency Exhibits Burned Christmas Trees As a Jarring Reminder Of Natural Catastrophe


#MerryTreesmas campaign goes viral encouraging millions of Georgians to rebuild the forest this Christmas.

Wildfires destroyed 10 million square meters of forest in the Borjomi-Kharagauli National Park in Georgia in August 2017. For a country with a severe air pollution problem, the impact of this damage is enormous - but creative agency Leavingstone decided to take matters into their own hands this Christmas.

To remind people in Georgia about the catastrophe, and to encourage them to take action to heal the forest, Leavingstone created an experiential activation to take the public by surprise when they were out buying their Christmas trees. The agency created a disturbing sight by exhibiting burned and charred trees next to the traditionally perfect seasonal trees at the hugely popular annual Christmas fair in the centre of capital Tbilisi.

The public was first surprised and then encouraged to log onto merrytreesmas.com and sponsor their own fir tree in the damaged area - at the very same time as buying their own Christmas tree for at home. Leavingstone worked with ecological startup Treepex, an organisation that will plant a new Christmas tree and will track and display its growth.

To get wider reach, ornamental trees made out of ash were designed, packaged and distributed to the most important journalists and key influencers to encourage them to write about the campaign. And as of Christmas Day it went viral.

“With our #MerryTreesmas campaign we are inviting the people of Georgia to rebuild our damaged forest tree by tree. We want to establish new tradition of planting trees at Christmas - and to give people a platform to do something good at the end of the year.”

For more info on #MerryTreesmas, see: www.merrytreesmas.com




Credits:

Advertising Agency: Leavingstone, Tbilisi, Georgia
Client: Treepex

Chief Creative Officer: Levan Lepsveridze
Creative Director: Giorgi Avaliani
Copywriters: Beka Adamashvili, Mikho Kalandarishvili
Account Director: Natia Gogia
Account Managers: Mariam Menteshashvili, Mariam Janjgava
Design & Art Director: Nick Kumbari
Illustrator/Designer: Anano Miminoshvili
Designer: Irakli Takaishvili
Art Department: Slow Pulse - Giorgi Karalashvili, Mariam Iakobashvili, Melano Zibzibadze

Technical Lead: Goga Chinchaladze
Web Developers: Meko Pepanishvili, Elene Kiknadze, Misha Tsankashvili

DoP: Irakli Solomonishvili (Pitha), Giorgi Medulashvili,
Assistant of DoP: Lado Andguladze
Animation artist: Gurika Chokheli
Video Editor: Vova Vardidze
Sound Design: Beso Kacharava, Pitachoka
Voiceover artist: Tato Rusia
Music: Giorgi Chilaia, Tornike Japiashvili

Special Thanks to Influence Georgia

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Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


Home / Reclame / Georgian Creative Agency Exhibits Burned Christmas Trees As a Jarring Reminder Of Natural Catastrophe

Georgian Creative Agency Exhibits Burned Christmas Trees As a Jarring Reminder Of Natural Catastrophe


#MerryTreesmas campaign goes viral encouraging millions of Georgians to rebuild the forest this Christmas.

Wildfires destroyed 10 million square meters of forest in the Borjomi-Kharagauli National Park in Georgia in August 2017. For a country with a severe air pollution problem, the impact of this damage is enormous - but creative agency Leavingstone decided to take matters into their own hands this Christmas.

To remind people in Georgia about the catastrophe, and to encourage them to take action to heal the forest, Leavingstone created an experiential activation to take the public by surprise when they were out buying their Christmas trees. The agency created a disturbing sight by exhibiting burned and charred trees next to the traditionally perfect seasonal trees at the hugely popular annual Christmas fair in the centre of capital Tbilisi.

The public was first surprised and then encouraged to log onto merrytreesmas.com and sponsor their own fir tree in the damaged area - at the very same time as buying their own Christmas tree for at home. Leavingstone worked with ecological startup Treepex, an organisation that will plant a new Christmas tree and will track and display its growth.

To get wider reach, ornamental trees made out of ash were designed, packaged and distributed to the most important journalists and key influencers to encourage them to write about the campaign. And as of Christmas Day it went viral.

“With our #MerryTreesmas campaign we are inviting the people of Georgia to rebuild our damaged forest tree by tree. We want to establish new tradition of planting trees at Christmas - and to give people a platform to do something good at the end of the year.”

For more info on #MerryTreesmas, see: www.merrytreesmas.com




Credits:

Advertising Agency: Leavingstone, Tbilisi, Georgia
Client: Treepex

Chief Creative Officer: Levan Lepsveridze
Creative Director: Giorgi Avaliani
Copywriters: Beka Adamashvili, Mikho Kalandarishvili
Account Director: Natia Gogia
Account Managers: Mariam Menteshashvili, Mariam Janjgava
Design & Art Director: Nick Kumbari
Illustrator/Designer: Anano Miminoshvili
Designer: Irakli Takaishvili
Art Department: Slow Pulse - Giorgi Karalashvili, Mariam Iakobashvili, Melano Zibzibadze

Technical Lead: Goga Chinchaladze
Web Developers: Meko Pepanishvili, Elene Kiknadze, Misha Tsankashvili

DoP: Irakli Solomonishvili (Pitha), Giorgi Medulashvili,
Assistant of DoP: Lado Andguladze
Animation artist: Gurika Chokheli
Video Editor: Vova Vardidze
Sound Design: Beso Kacharava, Pitachoka
Voiceover artist: Tato Rusia
Music: Giorgi Chilaia, Tornike Japiashvili

Special Thanks to Influence Georgia

About Abdi

Check Also

Clever Ideas, Great Ads 2018-07-02 21:35:00


Which?, the consumer rights champion, is focusing on some of its most important campaign victories from the past 60 years, in new branding advertisements created by Grey London.

The ‘Making change happen’ campaign is running across a series of print and social media ads. The agency was briefed to demonstrate the impact Which? has had on our lives since it was founded, and to rally support for current campaigns. This is the first time the organisation has put significant advertising spend specifically to raise public awareness about their role as a campaigner.

Various executions highlight how historically Which? successfully campaigned for the introduction of seatbelts in cars and for lead paint to be banned in children’s toys.



There is also an execution highlighting a new Which? campaign urging consumers to share their train pain and reveal the true, human cost of delayed trains. This evidence will be used by Which? to put pressure on the Government to force improvements and hold rail companies to account.



The ads are part of a wider campaign which launched earlier this year, with the first execution calling for action on dangerous appliances that could cause house fires.

The copy-rich ads highlight the philosophy that has guided Which? since 1957: ‘Keep Questioning’, with regard to products and any issues that affect consumers.



Sarah Threadgould said: “Which? has been making a positive difference for consumers for more than sixty years and this campaign is a celebration of some of the milestone consumer rights victories we've achieved. But the work isn't over. It's important we keep questioning to make change happen on the issues that really impact people's lives today - from the state of our railways to the dangerous products sitting in our homes.”

Nick Rowland from Grey London says: “It’s amazing to be able to work with a brand that has such a massive impact on people and society. We’re relishing the opportunity to help Which? reclaim their rightful place in British culture as a force for positive change.



The campaign breaks on Saturday 30 June. Media is by MC&C.

Credits
Client: Sarah Threadgould, Group Marketing Director, Which? and Laura Money, Senior Brand Manager, Which?
Agency: Grey London
Deputy Executive Creative Director: Nick Rowland
Copywriter: Jess Little, Georgia Horrocks, Joesph Arnold, Sam Haynes
Art director: Terry O’Neill, Matthew Kennedy, Nathan Holley, John Gibson.
Client leadership team: Eldar Chen, Ryan Lacey, Nathan Gainford
Creative producer: Glen McLeod
Planner: Bhavin Pabari, Gilliam Cauldwell-Dunn
Media agency: MC&C


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