Sky Rainforest Rescue uses Instagram to promote Lily Cole collaboration with ecological shoe brand Veja

#TapForTrainers promotes Lily Cole's ecological hook up with Veja

Lily Cole for Sky Rainforest Rescue – a partnership between Sky and WWF helping to protect one billion trees in Brazil – has turned to SapientNitro to creatively harness the power of Instagram in order to promote Cole’s first footwear collection with French ecological shoe brand Veja.

To celebrate the collaboration between Sky Rainforest Rescue and Veja, which uses wild Amazonian rubber on the soles of its shoes, SapientNitro has created #TapForTrainers in a bid to bring the Amazon closer to a younger fashion-conscious audience who may feel that the Amazon is far removed from their day-to-day life.

The beauty of the Amazon, its wildlife and resources are placed at the forefront of the campaign through the Instagram installation which is supported by creative collaborations with some of the UK’s leading eco-fashion bloggers, designers and illustrators.

By tapping tiles on the Sky Rainforest Rescue virtual tree, designed by illustrator Sandra Dieckmann, visitors can uncover stories about the Amazon, with narrative from Cole, Veja and eco-fashion influencers.

Tree tappers can also enter a competition to win a limited edition pair of trainers from the collection which are available to buy online through the Veja Store and through Offspring concessions in Topshop, Oxford Street and Selfridges London and Manchester.

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