With a problem in hands and the reaching potential of a brand as powerful as Rock in Rio, we took the responsability of get to people with the plan to plant one million trees in the Xingu's National Park, one of the most affected areas by the deforestation in Amazonia. Using the agroforest planting method, we developed a mix of seeds that made viable for each person to donate a tree for aproximately U$ 1,50.

The next challenge was to come up with ideas on how to get people to know about the project. We went outside of the box and the solutions went from a videoclip to a concert in a floating stage in an amazon river.

We started everything with a press conference, launching the project to the media and the public's radar. Using this first push and the Rock in Rio's social media channels, we already started receiving donations, but the real deal came when we launched a videoclip recorded by some of the most famous brazillian musicians and TV artists singing together and inviting the public to help.

With the donations coming in large numbers, we prepared for a new challenge: a live broadcasted show with Plácido Domingo, Ivete Sangalo and Andreas Kisser in a leaf shaped stage floating in the heart of the Amazon Forest.

Rock in Rio always been humanitary oriented and every event's edition has some environmental goal. This time thow, we went further and Amazonia Live is the first festival's global environmental project, with a bolder an harder goal

With a heavily reach focused campaing, we generating more than 86MM impacts and more than U$2MM in media support, showing that the media strategy was well planned and executed.

But the real outcome is to see the campaign's positive effect in people's behavior and engagement towards the well being of the planet: we reached more than 3 times our goal by passing the 3 million trees donated and setting the new objective in 5MM.

At the time, the planting already started and 200 thousand trees are growing in Xingu's National Park.