São Paulo is one of the most polluted cities in Latin America with a fleet of approximately 6 million vehicles. It is known by Brazilians as a chaotic, gray city: a concrete jungle. That’s why a tree like that, in the middle of the city, has a strong impact on the day-by-day of inhabitants. Another important information is that outdoor advertising in São Paulo is illegal, but we got a special permit since the project's content is relevant to the population.

After identifying that a content action to increase population's awareness about the severity of the pollution problem would also amplify IPÊ’s message, the next step was to develop the necessary technology to animate the trees according to the variations in air quality. The intervention spots also demanded several studies to cross some converging points of interest: impacting the greatest possible number of people and attracting the audience most sensitive to environmental issues.

Besides calling people’s attention at the locations due to the action’s uniqueness, the agency developed a site with detailed information on the project, unfolded an action in posts on IPÊ's social networks and executed a consistent PR strategy with the press to spread the news about the event, generating great repercussion in the media and social networks.

Thousands of people impacted by the images in 6 different locations of the city generated repercussion on their social networks.

Over 15 million people heard the news through the press coverage and activations on social networks.

During the period of the action, The Feeling Tree was highlighted on opinion-formers' social networks and the main vehicles and blogs.

The number of IPÊ followers on Facebook increased 100%, leaping from 15,000 fans to over 30,000, without any financial investment