The Institute needs donations in order to take care of more children. The challenge was to divulge its work and involve more people in the project. All this without spending too much.

The concept of the seeds and the plantable guitar naturally engages the person in the project. Whoever receives the piece immediately understands that they have the power to make rock’n’roll rise and grow.

At the same time it introduces the Institute, the direct mail brings with it all the values and the attitude of the Rolling Stone brand.

We were able to divulge the Rolling Stone Institute and engage people willing to plant a better future. The Institute was contacted by several companies interested in contributing to the project by donating money or musical instruments. The Institute received feedback from people who got the piece and also from people who didn’t. The seeds generated spontaneous media in several communication vehicles, especially those that specialize in music.