Trees

Uploaded by:	Lucila Pougy
Country:	United Kingdom
Website:

With an eye to make people think about the waste of paper - an environment issue we usually don’t deal with, but one which is present all the time on regular basis - Lew´Lara\TBWA developed an action at the Ibirapuera Park (São Paulo) to the SOS Atlantic Rainforest Foundation.
SOS Atlantic Rainforest Foundation’s purpose is to deliver the message in a plain and simple manner, showing the origins of all the paper we use. Regardless the wood used in the making of cellulose coming from managed reforestation areas, the environmental impact of the waste of paper does exist (paper meaning paper from food and other products packages) and it requires our attention and care.
The cards were fixed to the trees, allowing an immediate association between paper and its origins in nature itself, bringing the subject of waste of paper to the table and mainly inviting everyone to think about it. Dozens of trees were used for this action.
The Foundation’s mission is to defend the remaining species that exist in the Atlantic Rainforest, valuing both physical and cultural identity of human communities who live there and preserving the magnificent natural, historical and cultural patrimonies of those particular areas, aiming their sustainable development. This action, with the support of the Ibirapuera Park staff, aims to fulfill this mission by using something that could make people ponder. After all, just because paper grows on trees doesn’t mean we can keep on wasting paper.
Credits:
AGENCY: Lew´Lara\TBWA
TITLE: Trees
ART DIRECTOR: Pedro Rosa
COPYWRITER: Roberto Kilciauskas
CREATIVE DIRECTORS: Jaques Lewkowicz, Andre Laurentino, Victor Sant'Anna,Felipe Luchi
ART BUYER: Giuliano Springhetti
GRAPHIC PRODUCTION: Marcos Pedra
MEDIA TEAM: Luiz Ritton, Adriana Lopes
ACCOUNT TEAM: Ricardo Forli, Guilherme Bernardes
PHOTO: Paola Viana
CLIENT: Ana Ligia Scachetti