Title	THE RAINFOREST CUT
Brand	THE RAINFOREST FOUNDATION
Product/Service	SAVE A FOOTBALL FIELD OF RAINFOREST FOR $8
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY

Name	Company	Position
Bård Rostrup Gabrielsen	TRY/Apt/POL	Creative
Maja Folgerø	TRY/Apt/POL	Creative
Sindre Fosse Rosness	TRY/Apt/POL	Art Director
Erik Winn	TRY/Apt/POL	Art Director
Kristin Berge Jahr	TRY/Apt/POL	Account Manager Try
Linda Kling	TRY/Apt/POL	Account Director
Simen Lysebo	TRY/Apt/POL	Flash Developer
Thomas Lein	TRY/Apt/POL	Flash Developer
Lisa Canneaux	TRY/Apt/POL	Account Manager Apt
Roy Kristoffersen	TRY/Apt/POL	Motion Graphics

The Brief

Every 3rd second an area the size of a football field is destroyed in the rainforest – never to grow back. 200 million people and 50-80% of the world’s species are threatened. And most people have no idea. The good thing is that an $8 donation to the Rainforest Foundation is enough to save a football field of rainforest for a year. So our brief was simple; with a $0 marketing budget; tell a new and wider audience about the deforestation, and save 10 000 football fields of rainforest during the 2014 World Cup.

Describe how the promotion developed from concept to implementation

To reach many with zero budget, we took advantage of the World Cup-craze to shed light on our own cause in Brazil: People don’t care when trees are chopped down – they do when a football player cuts his hair. So we created a haircut with a cause: The Rainforest Cut. Our national team launched the stunt. Soon football icons joined in, the country’s biggest hair salon offered the Rainforest Cut nationwide + at the pop-up salon placed at the biggest World Cup-event in Norway. All telling media the same thing: "Hair grows back- the rainforest won't."

Describe the success of the promotion with both client and consumer including some quantifiable results

- 130 hair salons offered the Rainforest Cut countrywide. - Pop-up salon at the country’s biggest World Cup-event. - Live haircuts of football icons were shown on late night TV, in the breaks between World Cup matches and on the news. - An hour long documentary from the rainforest was made and aired primetime – starring a former football star. - 90 % of the donations came from people that had never interacted with or donated to the Rainforest Foundation before. - 15 000 football fields of rainforest saved via sms. That’s the entire Kaxinava indian tribe territory.

Explain why the method of promotion was most relevant to the product or service

Chopping the hair off famous football players gave us the opportunity to talk about what else is chopped down - the rainforest. As our national team didn't qualify to the WC, they grabbed the opportunity to “make a difference in Brazil", and said yes to kickstart the stunt and get the haircut. Soon many more iconic players and football legends followed, and the rainforest issue became a natural part of the World Cup-coverage in media. Not just reaching the environmentalists that already know about the deforestation, but even sports jocks.