A large portion of Mata Atlantica was destroyed due to the intensive deforestation of noble woods used for furniture manufacturing. Our challenge was: How can we engage people to help us change this scenario?Asking for donations to plant a tree was not enough. We needed to bring awareness to more sustainable behavior.For mankind to have a piece of furniture at home, animals would lose a tree in their home. We did what was only fair: We proposed the reverse scenario. But how could we do that without having people get rid oftheir furniture?

In just one month hundreds of trees were planted. By the time this was written, the second edition of shadows was being manufactured.The brand became a sustainability reference. Stores that carried the products and people that owned them were perceived as cool for showing they cared about sustainable consumption without being eco-annoying.