This campaign is aimed at students and city folks who seen themselves as a little more sophisticated than the grass-root of the country and therefore will associate themselves with complex issues.

Though Deforestation is spreading at an alarming rate of 5000 sq.km every year, “cutting down trees” is an old news. While The local communities only see into a near future of sustaining their livelihood and they need land to do that.

So, alarming as it is, no one is talking “Deforestation.”

We feel that if we can refresh and make “deforestation” issue feel more Sophisticated then it might become a conversation again.

Hence, the issue is presented in a rather artistic and sophisticated style. In one visual, we tell the story of what is torn apart when a tree is cut.

Family is torn apart by flash flood.

Animals are torn apart by forest fire and lack of habitat.

To put “Deforestation” back in the conversation we need the aged issue to feel more sophisticated. Give the campaign a little charm. We wanted to approach this from an artistic point of view. We needed to express 2 layers of story in a one visual.

To say: cutting will course… fire, flood and destroy life.

We tell the story using the moment that the cut tree is coming apart. We crafted that pull action that causes the splinter and the natural jagged edge to tell the story of how life comes apart with each tree cut.

Black & white is chosen to render the visuals more abstract rather than realistic.