Translation. Provide a full English translation of any text.

Rừng là vàng means "Forests are golden."

Tell the jury about the copywriting.

The Programme for the Endorsement of Forest Certification (PEFC) is the largest forest certification organization in the world. And when the global experts on sustainable forestry needed to launch an international campaign to promote sustainably sourced wooden furniture, they turned to a little agency in Vietnam. We took inspiration from our home, and a classic campaign popularized after the war: Rừng là vàng (“forests are golden”). Our campaign, “Forests are Home”, followed the Vietnamese model of encouraging our audience to see forests as sources of future wealth and economic security, and thus to encourage their long term preservation. Hundreds of pieces of short and long form copywriting connected the intimate feelings we have about furniture to the precious forests that the wood comes from. The result was the activation of partners from Finland to Australia to India. A successful Vietnamese campaign, fit for the whole world.