UMBRELLA TREE

TitleUMBRELLA TREE
ClientWWF VIETNAM
Product / ServiceAWARENESS
CategoryA09. Environmental Design
EntrantGREY GROUP, SINGAPORE
Entrant Company GREY GROUP, SINGAPORE
Advertising Agency GREY GROUP, SINGAPORE

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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