As the world’s greatest music festival, Rock in Rio couldn’t just watch the world’s largest Rainforest disappear. So we created Amazonia Live, the first reforestation program created by a music festival. How it works: when buying tickets for Rock in Rio, anyone can pay $2 more and help planting a tree in Amazonia.

Brazil is one of the most deforested countries in world. And it’s also one of the most connected. Looks like Brazilians are more concerned about social media than anything else. So, we decided to gather these so different subjects in one campaign. For the first time in Facebook’s history, we streamed a butterfly metamorphosis in real time.

The video impacted over 1 million people. Helping to increase the number of single donations by 200%. By now, Amazonia Live has already raised enough for planting over 3 million trees. Two hundred thousand of them have already been planted.