The Problem The Forest Stewardship Council certifies responsibly sourced forest products. Most consumers knew the FSC mark was 'good' but couldn't explain why — and that vague goodwill wasn't translating into purchasing behavior. Certification marks don't change behavior. Emotional connections do.
The Insight Forests aren't an abstract environmental concept — they're where people play, breathe, feel small and free, and reconnect with something larger than themselves. The FSC certification is a promise that those places will still exist. Framing sustainability not as sacrifice but as protection for something people already love.
The Work We built a campaign that moved FSC from certification body to cultural advocate — grounding the work in real forests, real stories, and a call to action that felt personal rather than obligatory. Two activation concepts pushed the campaign into earned media territory:
Plant A Shoe A special-edition shoe made entirely from compostable materials, sent to the top 10 business influencers and CEOs. The twist: plant the shoe and it grows a tree. An accompanying AR experience brought the forest story directly to the recipient — turning a piece of branded mail into a living thing. Earned media value: immeasurable.
AI and the Talking Tree An AI-powered experience that let consumers point their phone at any tree and ask it questions about why forests matter and how they fight climate change. Using generative AI, the tree responded in character — informed, alive, and deeply personal. Combining speech-to-text, AR, and generative AI, this was among the first brand experiences to use the technology this way.
The Result
• Award-winning consumer engagement campaign
• Digital engagement metrics significantly above cause-based campaign benchmarks
• Established a creative and technology template for FSC's ongoing communications
• Positioned FSC as a brand willing to use innovative technology in service of a timeless cause
