#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
Advertising Agency: Leavingstone, Tbilisi, Georgia
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