Project Description



New York is losing its trees. We couldn’t let that happen. To capture the hearts of the “Tree Passers”, millennials aged 20-30 who tune-out social initiatives, we appealed to their vanity. Tree Passers might not care instantly about trees, so we rallied our campaign around something they do care about, balding.

This led us to our outdoor and social campaign to fight New York’s “balding trees”.


2010 Gold Addy

2010 Gold Addy