Title | SCREAMING TREES |
Brand | AGENT GREEN |
Product/Service | SCREAMING TREES |
Category |
A13. Not-for-profit / Charity/ Government |
Entrant
|
HAVAS GERMANY, GERMANY
|
Idea Creation
|
HAVAS GERMANY, GERMANY
|
Production
|
AUDIOVERSUM Düsseldorf, GERMANY
|
Production 2
|
HAVAS GERMANY, GERMANY
|
Production 3
|
NHB Düsseldorf, GERMANY
|
Credits
Eric Schoeffler |
Havas Germany |
Chief Creative Officer |
Darren Richardson |
Havas Düsseldorf |
Chief Creative Officer |
Helmut Schulte |
Havas Düsseldorf |
Creative Director |
Christoph Damanik |
Havas Düsseldorf |
Creative Director |
Arnaud Atchimon |
Havas Düsseldorf |
Creative Technologist |
Annika Gude |
Havas Düsseldorf |
Senior Art Director |
Alexander Schulz |
Havas Düsseldorf |
Junior Art Director |
Bernhard Labitzke |
Havas Düsseldorf |
Senior Copywriter |
Sascha Neumann |
Havas Düsseldorf |
Junior Copywriter |
Harald Jäger |
Havas Düsseldorf |
Client Service Director |
Serge Przybyl |
Havas Düsseldorf |
Junior Account Manager |
Marcelo Alves |
Havas Düsseldorf, Studio6 |
Content Film Director |
Matthias Wilde |
Havas Düsseldorf |
Producer |
Trang Vo Thi |
Havas Düsseldorf, Studio6 |
Junior Producer |
Andre Lebioda |
Havas Düsseldorf |
Apprentice Web Development |
Silent Strike |
Echoism Music Paris SARL |
Composer |
Patrick Karwatka |
Audioversum |
Sound Engineer |
Matthew Rouse |
Audioversum |
Voice Over |
Florian Maerlender |
Audioversum |
Voice Over |
Sascha Peters |
Audioversum |
Producer |
Till Hannes Hümbs |
Cinehype |
DOP, Producer, Editor |
Fabian Scheer |
nhb studios Düsseldorf |
Producer |
Markus Pchalek |
nhb studios Düsseldorf |
3D Artist |
Benjamin Jürgens |
nhb studios Düsseldorf |
3D Artist |
Jens Brune |
nhb studios Düsseldorf |
3D Artist |
Timo Wilke |
nhb studios Düsseldorf |
Motion Graphics |
Background
Romania is home to Europe’s last primeval forests, which stretch over at least 218.000 hectares of land. Sadly, more and more woodland vanishes due to illegal logging. 8,8 million cubic meters get cut down, right behind our backs, every single day. Ignorance and corruption keep the Romanian authorities from stepping into action. The urgency of this problem leaves no time for procrastination and calls for direct communication via real-time data. Thus, activists and population have the chance to act quickly.
Describe the strategy
The initiative utilised data insights across two key areas:
1 – It provided live data on tree attacks enabling immediate responses, as well as a continual data pool providing further insight on areas most targeted, required response times, etc.
2 – Provided opportunity to gather consumer data on campaign interaction, enabling tracking and optimization.
Our targets included NGO’s directly fighting this cause, by offering them tools to enable their work at no extra cost to them. Additionally, we engaged directly with consumers active with this cause, gaining direct contributions (funding), and protective help as well recruitment of peers.
Approach
Ultimately aimed at achieving 4 objectives:
1 – Give nature a voice it’s never had
2 – Help activists with an effective tool to counter illegal loggers
3 – Get concerned consumers to actively participate
4 – Put pressure on the government to up their game
Describe the execution
Illegal deforestation is a screaming injustice. But trees can't scream for help, so we had the idea of giving trees a voice. We developed a warning system called Screaming Trees. It is a self-sufficient monitoring device hanging high up in the trees where it constantly measures the ambient noises. Whenever a chainsaw is used in protected areas, Screaming Trees infallibly detects it, sending out a warning signal via 3G. The local population and nature activists receive a notification on their smartphones, tablet pcs and notebooks, with exact location data of the tree. They can then act and prevent trees from getting cut down.
List the results
The pilot-phase has just started in cooperation with Agent Green. The device is open source, so the blueprints are accessible for free on our website. This way we want to give like-minded people, activists and NGOs all around the world the opportunity to benefit from our initiative. Furthermore, we will air a 30 seconds spot on a popular German TV channel to drive awareness and raise funds for our endeavours. Additionally, via different digital touch points and active communication we want get as many people involved as possible. Screaming Trees is our contribution for a global movement to protect the nature and move inactive governments.