Nominalizarile obtinute la FIBRA #2:
- Non-profit
PRESENTING THE CASE
Campaign / Execution Summary
Campaign drawing attention on the large amount of illegal deforestation happening in Romanian forests.
As the issue is most visible around the winter Holidays, the client needed to create awareness on the massive numbers of illegally cut Christmas trees, by telling them to always check for clear documents of origin when they buy their tree in December.
The ambition was to reach at least 25% of Romanians with Internet access (roughly 2.5 million people) and also to determine an improvement on the issue from the relevant authorities (based on subsequent official data).
Creative strategy was to capitalise on the best-known Romanian symbol of reference to Christmas trees - the famous 'Oh Christmas Tree' carol - and modify its lyrics to speak about illegal deforestation. The new carol included 4 stanzas written in 4 different languages (Romanian, English, French, German), each one containing lyrics completely rewritten - respective to each language's wording versions of the original song.
We introduced the carol into an entire array of music-linked manifestations (concerts, performances, radio, videos etc.), to shape the campaign into a 360° PR ecosystem, capitalising on the specific musical month of December.
Most famously, the new 'Oh Christmas Tree' was interpreted live on the main stage of a sold-out Romanian Athenaeum, by internationally-acclaimed Symbol Choir. Having been sung during their traditional annual Christmas Concert, the performance was widely covered on national TV & radio, in online&written press and massively shared on social media. Other mainstream artists reinterpreted the modified carol from their studios and shared it online.
Also, the song got broadcast on national radio, as included in their day-to-day playlists as original content.
Context / Problem / Opportunity / Insight
Conservation Carpathia is an NGO currently running the biggest project for forest conservation in both Romania and Eastern Europe. They needed to raise awareness on the issue of illegal deforestation in the country, by leveraging on a relevant context.
Probably the most visible manifestation of illegal tree cutting is around Christmas, when tens of thousands of trees are being unlawfully removed from Romania's forests - in order to be sold for the winter holidays. The client needed awareness for the illegal Christmas tree deforestations.
As the 'Oh Christmas Tree' carol is the best-known symbol of reference to Christmas trees, joyously sung each year for the Holidays, we decided to alter the carol's lyrics - so as to present the trees' sad version of the story.
Since the campaign was to be launched by the live concert performance on December 13th, the message had less than 2 weeks to create a positive reaction on behalf of the public. This meant that its spread on the very different media channels had to be done in a very quick and tight timeline.
Target Group
Target audience was basically everyone in Romania celebrating Christmas - with as much mainstream reach as possible.
Certain relevant KOLs also had to be reached in order for the campaign to spread as quick as possible.
A secondary tactical target were expats, as their community is often influential on macro-decision making. Expats were eventually the reason for which the carol was rewritten in 4 different languages.
Results
Starting with a desired reach of 2.5 million people, the campaign eventually spread to twice as many individuals - approximately 5 million Romanians reached, roughly 25% of the country's population.
With an initial budget of just under 700 EUR, the campaign managed to generate around 100,000 EUR worth of free PR&media. Additionally, the client enjoyed a 25% increase in engagement for their social media channels, as well as an unprecedented media exposure on national mass-media.
As for the issue itself, at the end of the winter, the National Forest Administration reported 40% decrease in illegal Christmas trees confiscated by the Police, as compared to the previous year.
INFO
Agency/Company: Friends\TBWA
Entry Case Title: Oh Christmas Tree 2016
Brand: Conservation Carpathia
Client: Fundatia Conservation Carpathia
CREDITS
Creative Director: Sorin Tranca
Group Creative Director: Vladi Paunescu
Copywriter: Roxana Tanasache
Art Director: Mario Niculae
Digital Director: Claudiu Jojatu
Account Manager: Ilinca Marcu
OTHER CONTRIBUTING COMPANIES
PR Agency: Rogalski Damaschin PR
Video / Photo Production: Umbra Studio
