The Forestry Division of the Michigan Department of Natural Resources (DNR) wanted to raise awareness of all the good that trees do for humans in Michigan … and all the good that the Forestry Division does for trees. Our research showed us that Michiganders love their forests but were unaware of all the benefits that they bring our state. They also weren’t aware of the DNR’s many sustainable forestry practices that keep our forests healthy and thriving.
So, to borrow a phrase from a certain children’s book, it was our job to speak for the trees. (And the tree keepers.)
Getting the word out about the Wisdom of Trees.
After getting the facts on everything that trees do for us, we were impressed. It’s much more than supplying us with shade, scenery, and furniture. Trees have branched out into so many subjects, they’re like the wise, all-knowing gurus of nature. And the DNR’s experts are keeping them at the top of their guru game.
So, when it was time to create a video that spoke for the trees, we brought in a wise woman to tell their story. Seated in the forest, she lists off the many subjects in which our forests excel with a zen-like calm: Chemis-tree, indus-tree, psychia-tree, and more. She also educates us on the wisdom that the DNR brings to the table — the wisdom of sustainable forestry practices.
We edited the longer video into several :30 videos, one for each subject. We also created a landing page, an educational rich media unit, and unique giveaway items (plantable pencils and wooden stickers).
Michigan’s trees get their moment in the sun.
Our campaign turned out to be very effective fertilizer for public awareness of the Forestry Division. The videos garnered more than 9.4 million views and the overall campaign earned 20.2 million impressions, shining a ray of light on our state forests and the people dedicated to their care.
To see more of our best work, visit our original post in this series: Celebrating 40 years of creative advertising.
