Cannes Lions

Tears for Trees

PUBLICIS BRUSSELS, Brussels / AGENT GREEN / 2016

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Supporting Images
Demo Film
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Scale Drawing
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Case Film
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Overview

Entries

Credits

OVERVIEW

Description

Tears for Trees two-stroke oil is the first chainsaw oil that made lumberjacks think… with tears.

It is a specially designed product that contains a unique blend of ingredients found in pepper spray, mixed in with regular two-stroke oil. When combined with gasoline, a chemical reaction occurs as soon as the chainsaw starts, creating a cloud of smoke with the same effect as pepper spray: when it hits your eyes, you start to cry.

Execution

Tears for trees had to look like the vintage two-stroke oil bottles, making the product more attractive to use than regular 2 stroke oils.

The back sticker looked like a regular instruction manual, but an awareness message was hidden in order to make lumberjacks think before cutting down another tree illegally.

Every chainsaw’s engine runs on a mix of petrol & oil, and most lumberjacks make their own mix. That's why we opted to create Tears for Trees as a regular 2 stroke oil.The pepper ingredients will make the chainsaw smoke more than normally causing fumes that will irrtiate your eyes.

Outcome

Since our results are still being collected (Tears for Trees went live early April) we will update them on www.tearsfortreescase.org

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