FOREST OF SUCCESS

INTRODUCTION
Advertising campaign with which my colleagues and I are competing in "Silver Snail," a nonprofit
organization that annually launches a call to iberoamerica to invite all stakeholders to create
advertising campaigns with messages of social benefit.
PROBLEM
Biodiversity conservation
deforestation in Latin America.
ADVERTISING CAMPAIGN
We create .."Forest of successes"
RESULT OF COMMUNICATION
We want young people are actively involved in preserving, conserving and restoring forests and
nature reserves who have been affected, so that changes actively endure.
RESULT OF COMMUNICATION
We want young people are actively involved in preserving, conserving and restoring forests and
nature reserves
who have been affected, so that changes actively endure.
OBJECTIVE OF COMMUNICATION
Educate young people about deforestation.
Assess the importance of forests and nature reserves.
Involve the young people of Latin America in the campaign in order to maintain a value chain.
Take responsibility for the care and conservation of natural forests and reserves.
TARGET
Young men and women aged 15 to 25 years old, from all socio-economic levels.
BASIC PROMISE
Cause a reaction for young people in Latin America to plant a tree for every achievement.
SLOGAN
"For every achievement, plant a tree"
CREATIVE STRATEGY
Generation of consciousness.
Identification with the campaign.
With an interactive and fun way.
COMMUNICATION STRATEGY
Social networks
Mupis
Spot
We begin in Facebook, simultaneously launching our video "forest of achievements" on YouTube
and television.
To generate greater impact, we will ask the community to upload and share photos on our social
networks planting a tree for every achievement that is meaningful to them, mentioning some of our
hashtag:
#bosquedelogros

#porcadalogroplantaunarbol
#treechallenge Will promote activation, which is to challenge users to plant a tree for some finalized
successes, this, for people to upload video, creating a display of these actions, and nominating
inviting more people to join.
SCHEDULING
SCHEDULING
Campaign: FOREST OF SUCCESSES
Septem
ber

October

Novemb
er

Decemb
er

Junuary

Februar
y

March

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Campaign planning
Opening soccial networks
Media production
Managing social networks
Start of the campaign
Launch of video on social
networks
Launch spot on TV
Activation with users
Start of the special activation
#TreeChallenge
Display of posters in
representative muppis
End of the campaign

Campaign: FOREST OF ACHIEVEMENTS

September October November December January February March

CREATIVE EXECUTION
Television: promotional video "Forest of achievement."
Poster: "For every achievement, plant a tree."
Digital Marketing: #TreeChallenge.