Ad of the Day: Greenpeace’s smoke-scented Magic Tree highlights deforestation
Hyper-realistic miniature model of Patagonian forest goes up in flames in awareness spot by The Juju Agency.
Campaigning network Greenpeace has launched a new ad that highlights the forest emergency in Argentina.
Every two minutes the country loses a hectare of forests – the equivalent of 30 soccer fields an hour. The effect of deforestation is devastating, with species disappearance, climate change, floods, droughts and disease just some of the consequences. To raise awareness, The Juju Agency created a unique air freshener for cars: ‘The Scent of Consciousness.’
In the short spot, viewers see a hyper-realistic model of the Patagonian forests made of sustainable materials go up in flames.
A Greenpeace spokesperson said: “This is a product that should not exist because it reflects a serious problem: many animals are dying due to forest fires. With this audiovisual piece, we want to raise awareness among the population and leave a message that challenges us all.
“In the last five years, forest fires have devastated 35,000 hectares of Andean Patagonian forests. 95% of forest fires are caused by humans. More than half of deforestation is illegal, but there is no penalty for those responsible.”
Credits
Chief creative officers and partners: Nicolás Zarlenga, Federico Plaza Montero
Creative team: Facundo López, Efraín Albrieu
Account director: María Belén D'Erasmo
Agency producer: Victoria Obetko
Producer: Primo
Director: Santi Elias
Executive producer: Caro Cordini
Producers: Gala Gonzalez Costes, German Lentini
Director of photography: Lautaro Isern
Model maker: Max Canosa
Art director: Majo Herrero
Post-production coordinator: Sebas López
VFX: Gabriel San Roman
Publisher: Daniel Prync
Band: Swing Music
Sound design and mix: Swing Music
Color correction: Dan Carrizo
Responsible by client: Hernán Giardini, Diego Salas, Mauricio Stroia
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