The Campaign

The solution is to depict a future landscape, ravaged by drought with a visual twist - the mud cracks are form by logs of wood from destroyed forests, which fills the barren land that stretches as far as the eye can see. The message ends in a cautionary note: "Don't cut off our planet's water source", and a call-to-action to pledge support to the cause at Greenpeace website.

Creative Execution

To stay in line on saving trees, the visual was created entirely with CGI. The shock and awe approach is meant to provoke thought and awareness, in hope that policy makers will keep in mind the importance of forests in future development plans, and to do more to regulate the logging industry.

Indication of how successful the outcome was in the market

The campaign was a success in creating awareness among Malaysians on the issue of massive deforestation in Malaysia, and the fact that forests play a major role in our world's water supply. Social media was set abuzz with discussion about what can be done, and Greenpeace Malaysia website visits spiked. The campaign was also featured in many online news portal and blogs, with many further discussion and commentary on the issue.