Dennis Publishing is set to release a new cinema ad for its Trees for Trees campaign this weekend as it prepares to plant 10,000 trees in a single day on The Drum's Do it Day.
The advert, which goes live this Friday (30 October), will run in 78 Cineworld cinemas across the country before each children's film shown over the weekend.
Created in-house by Dennis Film, and with the help of production company Texture, the advert shows how the Heart of England Forest (the charity created by Dennis Publishing founder Felix Dennis) is inviting children to post their drawing of a tree either on Instagram, Facebook or by email, which in turn will be brought to life by being planted as a real one. The young artist behind the best drawing will also get to name the forest.
The idea for the Trees for Trees campaign was dreamt up at Do it Day's precursor, Plan it Day, last month where teams of marketers, creatives and tech experts went head to head to come up with the best way to engage the public in the idea of planting 10,000 trees.
A digital forest of trees will also be created on the campaign website at the same time as ad land's brightest head to the Heart of England Forest to complete the challenge on 2 November.
The cinema screen space was offered to Dennis Publishing by Digital Cinema Media (DCM).
The advert will also appear on ClearChannel’s outdoor ad screens in New York’s Times Square from next Monday.