Walking Tree

GPI Holding

Story


Idea

According to worldwide researches Georgia is one the leading countries with air-pollution level, 71% of which is caused by cars. That’s why GPI Holding – founder of “Ecoist Movement” - came up with a solution.

In order to balance the harm caused by cars, the company offers to plant a tree for those who insure their cars. As fact, two mature trees supply enough oxygen annually for a family of four.

Strategy

To attract public attention both- to  this offer and importance of trees, we remembered the most famous tree in recent Georgian history - centenarian tulip tree which was transported through the sea by ex-prime-minister Bidzina Ivanishvili.

So we decided to unite the cause and the solution of the problem.

Execution

The tree was strolling around the city for three days grabbing attention of passers-by and motivating them to plant a tree

Result  

As a result the video was watched by 564 000 people, more than 50 000 visited the website and  engagement rate was 30 %. Finally the tree was settled in Children’s Village.

As we know, the forest of thousand acres begins with one tree, unless some public figure decides to relocate it, obviously.






Credits

    Creative Director - Levan Lepsveridze,

    Creative Producer - Natia Gogia,

    Copywriter - Beqa Adamashvili,

    Strategic Planer - Salome Zhvania,

    Illustrator - Gaga Turmanishvili,

    Web Project Manager - Nino Shanidze,

    Web Designer - Oto-Giorgi Prangishvili,

    Web Developer - Nika Javakhishvili,

    Digital Advertiser - Pavle Gabrichidze, Nina Nutsubidze


date

  • Mar 2024