One liner. Brief in a tweet.
EcoTree has a breakthrough and unique model to incentivise and financially reward individuals& companies for supporting sustainable forestry & tree-planting. While we get a 100% “Wow”
effect once the concept is understood, we miss explaining what EcoTree does in one simple,
impactful key visual. We are looking for the teams to create a 'hook' for people to get curious
and willing to hear more.

Background
Having discovered the successful Danish bottle recycling system back in 2014, where one bottle
recycled equals a cash payout, four friends visiting from France had got inspired to create
EcoTree. To them, it was a logic approach that in order to preserve the common good, arewarding approach is much more effective than a punitive one. Buying a tree with EcoTree hasthen become a profitable investment, both for the person who buys it and for the environment.
Since then, EcoTree, B-Corp™ certified, has become a pioneering provider of Nature-Based
Solutions in Europe, allowing individuals and companies to commit to the environment by
supporting reforestation and ecosystem restoration projects in Europe. EcoTree partners up withindividuals, companies and organisations to help anyone turning their good intentions for a greener
planet into profitable action, with an act as simple as buying a tree. But at EcoTree, we don’t just planttrees. We grow forests and restore ecosystems and support biodiversity in the process. We’ve
planted and currently manage 1,7 million trees in Europe on behalf of 76.000+ individuals and 1.500+
companies. We also provide high quality, ethical and verified carbon credits, to support companies
achieving their carbon neutrality goals. More insights on eco tree.green.

The Challenge
The EcoTree concept of tree-ownership delivers both tangible environmental benefits (such ascarbon sequestration and biodiversity restoration) AND the perspective of a financial gain, and
we often try to nail it by saying that “Forests can thrive AND provide at the same time”. To date,
this model is still very unique and systematically gets a high level of enthusiasm once explained
and understood (both with individuals and with companies). But so far, whether it’s on ourwebsite, our commercial slide decks, our brand videos (here or this one from the World
Economic forum), etc. we always need an explainer to get our audience to the “Wow” effect. Thechallenge will be to explain what EcoTree does in one key visual. More specifically, the teams are
expected to create a “hook”-visual for people to get curious, to want to learn more about thecompany, click through to the website, and be exposed to the longer-form content that lives
there.
Target Audience
Individuals (B2C segment). More specifically:
1. Climate-conscious individuals (80%)
2. Nature lovers & forest connoisseurs (20%)
In terms of persona, we are primarily targeting:● Urbans (missing connection to Nature)● Male (50%) & female (50%)● 25-55 years old● Middle- & upper-classes
What’s a rational and emotional benefit we can offer: EcoTree is here to close the gap between
good intentions and concrete actions, and make it easy for individuals to actually make adifference for climate and nature.
Insight
EcoTree offers THE way to turn all the good intentions and awareness out there into tangible andimmediate climate action, with the additional incentive of a financial gain. With EcoTree, we cando the planet, and ourselves, a real favor!

Strategy
We are looking for a KV that will stop people in their tracks and will make them want to find out
more. They need to feel like this is a “not to be missed opportunity”. We can tap into the FOMO
effect here and make them want to join after seeing the KV and reading up more on the website.
We usually communicate with our B2C audience through the below channels:● PR (media/journalists)● SoMe (Instagram, Facebook, LinkedIn)● Our website & it’s blog section● Our newsletters●

Our active customer care (chat, emails, etc.)

So we would expect to kick-off a PRINT visual that would possibly fit all channels above.
Key Message“Forest can thrive AND provide at the same time”.

Personality
See below:

Campaign Do’s and Don’ts

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No mentioned of religious, political and/or societal (LGBT+, anti-racism, etc.) references;
we want to stay exclusively focused on Nature in our messages
We clearly want to be seen as distinct from the vast amount of fairly questionable andpoorly-impactful tree-planting solutions available on the market
The communication needs to be positive and not focusing on negative emotions e.g.
“The world is going under… ”.
Please do remember about the copyrights usage e.g. not using famous people/brands as
we don’t have the intention to buy out rights for their image.

Specific Deliverables
We aim for one-fits-it-all PRINT visual, non-animated, duplicable in various print formats to fit the4 communication channels mentioned previously