Title | UMBRELLA TREE |
Brand | WWF VIETNAM |
Product / Service | AWARENESS |
Category | A09. Environmental Design |
Entrant | GREY GROUP, SINGAPORE |
Entrant Company | GREY GROUP, SINGAPORE |
Advertising Agency | GREY GROUP, SINGAPORE |
Name | Company | Position |
---|---|---|
Grey Vietnam | Grey Vietnam | Producer |
Fedinandus Oen | Grey Group Singapore | Digital Retouching Artist |
Bobby Koh | Grey Group Singapore | Production Manager |
Carryn Francis | Grey Group Singapore | Senior Account Manager |
Aslinda Khanafi | Grey Group Singapore | Copywriter |
Christopher Wong | Grey Group Singapore | Art Director |
Tan Giap How | Grey Group Singapore | Head Of Art |
Ang Sheng Jin | Grey Group Singapore | Associate Creative Director |
Ali Shabaz | Grey Group Singapore | Chief Creative Office |
Deforestation is already causing the world’s temperature’s to rise to unbearable levels. As such, the umbrella tree was created – an installation that replaced leaves with over 100 umbrellas. This stunning installation reminded them of the importance of shade in this time of global warming. At the same time, public could buy an umbrella as a way of donating to wwf global reforestation efforts.
The objective was to create awareness about the effects of deforestation and at the same time, use that opportunity to collect donations for WWF’s global reforestation efforts.
People were able to relate to the importance of tree in a more immediate manner. They understood how trees are the natural shades and without it, they will have to resort to artificial means to get shade. In a city filled with concrete, this execution brought a problem that is a hundred miles away closer to home.
The umbrellas were gone within hours but donations continued pouring in for the reforestation efforts. People who bought the umbrellas carried them around town making a statement against deforestation.