Thailand has lost over 40% of its forest cover in the past 50 years due to population growth and illegal logging. This has put immense pressure on the rainforest ecosystem as wildlife habitats vanish and many endangered species are now threatened with extinction. With the objective of Seub Nakhasathien Foundation, Thailand’s most respected wildlife & forest conservation organization, to combat this crisis, the campaign aimed to raise awareness of the severity of deforestation in Thailand among opinion leaders and urge them to spread awareness to the general public who are unaware of this crisis, and generate donations to reassemble the shattered state of Thailand’s rainforests.

We used the occasion of International Day of Forests to create a limited edition jigsaw puzzle. On the outside of the box is a beautiful image of a lush and beautiful tropical rainforest. However, during the 3 hours it takes to assemble the jigsaw, the audience sees a tragic picture of a destroyed forest with only tree stumps and dead land. The jigsaw reveals the fact that, in the 3 hours it takes to complete the puzzle, 138 soccer fields of rainforest will have been deforested. The jigsaw puzzles were sent to Thai opinion leaders calling for their support in spreading awareness of this critical issue to the general public, and to ask for donations to be used to support the forest rangers and increase their effectiveness in the wild to reassembled the shattered state of Thailand rainforests.