The task was to empower the people to think for themselves, to choose a different perspective about the issue of nature preservation and to pick a side they want to be a part of. The visual illustrates the idea clearly. The ad, published upside-down, depicts the surface of the earth, with the root of a downed tree visible in cross-section. The upturned position of the logo and claim "Pick a side" indicate that the ad needs to be observed upside-down. That instantly turns the visual into a picture of a beautiful tree, growing on a meadow. Thus, by acting and choosing a different point of view, you can change the way nature looks today.

Immediately after the promotion hit the press, the number of hits on the Zelena Akcija website increased by nearly 40%, which fulfilled and overshot the goal of the promotion. The client was happy. We did not, however, count the trees that have been allowed to remain standing after the ad was published.