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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

About Abdi

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mortierbrigade Launches its First Campaign on Behalf of Pink Ribbon



Just like every other year, extra global attention is focused on breast cancer during the month of October. This is an important initiative, given that 1 in 8 women are at risk of contracting breast cancer during their lives. To contribute, mortierbrigade and Pink Ribbon are presenting their new national campaign film. For the first time, the film puts young girls in the limelight and uses a poignant theme to remind women about the importance of caring for their breasts.

To mark the launch of international breast cancer month and to generate publicity for it, mortierbrigade has produced a film, on behalf of Pink Ribbon, which appeals to women from the perspective of innocent girls.

Jens Mortier, creative director and partner at mortierbrigade, says, “Breast cancer is a genuine epidemic. Although we must create awareness among women about the importance of frequent screening, the topic remains a sensitive one. In this film, we’ve intentionally taken a step back by involving teenage girls. By conveying the message that “Finally they’ve arrived. Now make sure they never have to go”, our aim is for women to identify with the young girls in a touching way.”

The film is 60 seconds long, features music by Francoise Hardy and stars young teenage girls. 8 teenage girls to be precise, which symbolically refers to the 1 in 8 women who will be afflicted by the disease.

Rosette Van Rossem, founder of Pink Ribbon in Belgium, adds, “We’re really proud of this national outside-the-box campaign. For the very first time, we’re highlighting the problem from an adolescent perspective. With this film, we want to remind women that they shouldn’t lose the breasts for which they’ve waited so long.”

CREDITS
Client: Pink Ribbon
Client contacts: Bettina Geysen, Aimé Van Hecke, Julie Wauters

Agency: mortierbrigade
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
AD: Laurie Lacourt
Copywriter: Zoé de Priester, Catherine Hermans

Head of production: Charlotte Coddens
Strategy: Dorien Mathijssen
Producer: Olivia Naudts
PR Manager: Anne-Cécile Collignon
Studio: Sophie Bayeul

Digital strategy: Laura Deknock
Digital production: mortierbrigade digital manufacture
Social : Jonas Van Bael

Production: Czar.be
Director: Marit Weerheijm
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
DOP: Martijn Melis
Art Director: Silke De Rycke
Editor: Robin De Praetere
Grading: Joost Van Kerckhove
Online: Robin De Praetere
Post Producer: Bieke De Keersmaecker
Music: Françoise Hardy – Tous les Garçons et les Filles


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

mortierbrigade Launches its First Campaign on Behalf of Pink Ribbon



Just like every other year, extra global attention is focused on breast cancer during the month of October. This is an important initiative, given that 1 in 8 women are at risk of contracting breast cancer during their lives. To contribute, mortierbrigade and Pink Ribbon are presenting their new national campaign film. For the first time, the film puts young girls in the limelight and uses a poignant theme to remind women about the importance of caring for their breasts.

To mark the launch of international breast cancer month and to generate publicity for it, mortierbrigade has produced a film, on behalf of Pink Ribbon, which appeals to women from the perspective of innocent girls.

Jens Mortier, creative director and partner at mortierbrigade, says, “Breast cancer is a genuine epidemic. Although we must create awareness among women about the importance of frequent screening, the topic remains a sensitive one. In this film, we’ve intentionally taken a step back by involving teenage girls. By conveying the message that “Finally they’ve arrived. Now make sure they never have to go”, our aim is for women to identify with the young girls in a touching way.”

The film is 60 seconds long, features music by Francoise Hardy and stars young teenage girls. 8 teenage girls to be precise, which symbolically refers to the 1 in 8 women who will be afflicted by the disease.

Rosette Van Rossem, founder of Pink Ribbon in Belgium, adds, “We’re really proud of this national outside-the-box campaign. For the very first time, we’re highlighting the problem from an adolescent perspective. With this film, we want to remind women that they shouldn’t lose the breasts for which they’ve waited so long.”

CREDITS
Client: Pink Ribbon
Client contacts: Bettina Geysen, Aimé Van Hecke, Julie Wauters

Agency: mortierbrigade
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
AD: Laurie Lacourt
Copywriter: Zoé de Priester, Catherine Hermans

Head of production: Charlotte Coddens
Strategy: Dorien Mathijssen
Producer: Olivia Naudts
PR Manager: Anne-Cécile Collignon
Studio: Sophie Bayeul

Digital strategy: Laura Deknock
Digital production: mortierbrigade digital manufacture
Social : Jonas Van Bael

Production: Czar.be
Director: Marit Weerheijm
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
DOP: Martijn Melis
Art Director: Silke De Rycke
Editor: Robin De Praetere
Grading: Joost Van Kerckhove
Online: Robin De Praetere
Post Producer: Bieke De Keersmaecker
Music: Françoise Hardy – Tous les Garçons et les Filles


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