Forests of the World The trees in Denmark - "Mourning Trees"

Ogilvy Denmark A/S

Ogilvy Denmark A/S København Ø, Denmark

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Title	Mourning Trees
Agency	Ogilvy Denmark A/S
Campaign	The Mourning Trees
Advertiser	Forests of the World
Brand	Forests of the World The trees in Denmark
Date of First Broadcast/Publication	2014 / 4
Business Sector	Environmental & Ecological Issues
Story	Background: On Oct 28 2013 Denmark was ravaged by the worst storm in history. The tiny welfare nation was in shock. Wreckages of buildings, train lines and cars were everywhere. Everybody was mourning their material losses. But no one thought of all the trees.. Creative solution: Forests of the World and their German sister organisation Oro Verde had previous given voice to the trees with the campaign 'The Donation Army'. Now it was time to engage the trees once again. So on the very day after the storm, trees all over Copenhagen could be seen with signs asking people for a minute of silence. Results: People picked up the messages and shared it through social media. Traffic to the organisation's website doubled and engagement on their facebook site increased with 416%. But most importantly: The trees spread consolation all over Denmark and raised awareness for the Forests of the World.
Media Type	Case Study
Length	100 seconds
Creative Director	Jakob Staalby
Art Director	Camilla Plough
Copywriter	Jakob Staalby