Brief Explanation

TC Bank consistently advocates the value of ordinary people in its campaigns and has thus gained a huge fan base in Taiwan. With 'Tree of Life', we wanted to turn these fans into participants, engaging them digitally in the topic of tree-saving that's crucially relevant to every ordinary person in Taiwan and their future. To achieve this, we created these posters painted by trees as a hook to catch people's attention. The posters also manifest the idea that trees can feel, talk, communicate and create just like humans.

The Brief

In Taiwan, TC Bank is well known as a bank for ordinary people because it consistently advocates fundamental long-lasting values in its previous campaigns. It has thus gained a huge fan base. This is its campaign for the third year and we intend to turn these fans into participants. In view of the tension caused by the imbalance between progress and conservation, TC Bank wants to engage people in saving what truly matters for the future: Trees.

How the final design was conceived

We recruited many young artists and ordinary people in Taiwan to come in to paint with twigs, leaves and bark of different trees, many of which only grow in Taiwan. Over unique 100 paintings were created and converted into posters to be plastered in various high traffic areas and construction sites. These posters are great testaments to the campaign theme that trees can feel, talk and communicate with us people as long as we listen to them carefully.

Indication of how successful the outcome was in the market

The posters worked as a hook to attract people to download the iPhone app, which made them become a tree planter. There were over 1,000 app downloads within the first three days and within 20 days, over 10,000 trees were planted with the app. Around 37,000 interactions between tree and planter were sent out. Complaints from Android phone users poured in as the app was developed for iPhone due to budget constraint.