Nothing better to publicize an art school than using art as media. This was the starting point of the idea. The Panamericana School wanted to demonstrate the power of art. And the school did it with just one tree. The art piece made the population focus on what is an often-overlooked topic.

Fallen Trees was supposed to raise awareness about a recurring problem in Brazil: the trees that fall during the summer rains and cause massive destruction in Sao Paulo.

Our outdoor piece was placed strategically in the biggest park in Sao Paulo. And it reached more than 4,700,000 people.

That’s not all. The project got over 9 minutes of airtime on live TV, more than 20 minutes of radio coverage, and it inspired countless articles and posts in art blogs, portals, and social media.

A fallen tree sculpted by the artist Eduardo Srur became a major outdoor piece.

10m tree planted upside down in the biggest park in Sao Paulo.

A 40 year old fallen tree, steel base, and a dummy.

The tree was treated and sculpted to hold a dummy and to call attention of the crowd.

At first our team had to find the right tree that fell in the city. Then our creative team worked in an ideia about what to do. The team decided to replant a fallen tree upside down. As a piece of art it would have the power to make people stop and stare at it. After staring people should ask themselves about what they were looking at. And the answer was nearby. A wood totem explained the fallen trees project. About 30 people worked night and day for five days treating the and raising it.

The goal set for the Panamericana School of Art and Design’s Fallen Trees Project was reached when the media discovered the piece. The major TV networks, print vehicles, radio, and Internet all publicized the school’s project and spread it around – thus provoking necessary conversations across a broad variety of channels.

over 4,700,000 people impacted by the artwork

over 9 minutes of airtime on major TV networks

over 20 minutes of radio coverage

over US$1,500,000.00 in earned media