The Bop Bag in the shape of a tree. Whenever you punch it to the ground, it comes back to its vertical position – so metaphorically the tree can never be cut down. This became the easiest way to illustrate the Foundation’s work in the Amazon forest, which struggles to keep trees up.

Besides generating interaction and brand perception, the Bop Bag also generated buzz in places the action was carried out, raising awareness of the deforestation issue. It improved knowledge of the Foundation’s work among the general public, it increased visits on the website and also raised companies’ interest in supporting the Foundation through donations.