The fundamental idea of this campaign is to give a strong wake up call to everyone about the shocking impact of deforestation. We have been too diplomatic on this issue for far too long. Most people think that a tree gone down make no different since we can still get to live normally on daily basis. Therefore, it’s about time someone has to say something straight up. Our idea is to make people surprise with the impact of deforestation by playing with image-flipping. At first we may see only one cutting-down tree but if we look in another perspective, we will see not only a tree is cut down, but also all lives are killed too. We want to make people rethink about the devastating impact of deforestation.

We create the ad that it's first glance (vertical ad) look like just a tree that is about to be cut down. With its copy “One cut kills all”, it will raise the curiosity among audiences and make them rotate the ad to read more information written in another angle. By the moment they rotate, they will start to realize the real meaning of “One cut kills all”. The horizontal ad illustrates the real effect of deforestation; less animal, less plant, and disastrous environment.

This ad makes people more aware of the deforestation impact and understand that one cut of tree can kills all.