What do people online care most about these days? Their friends on social networks, of course. So to get the message across, rather than creating a traditional advertising campaign, Belgium magazine EOS gave nature a voice of its own through a Talking Tree.
They basically hooked a 100 year old tree with several sensors —fine dust meter, ozone meter, light meter, weather station, webcam and microphone— and smartly converted all that data into real-time feelings that the tree’s friends can follow via Facebook, Twitter, YouTube, Flickr and Soundcloud.
A very human and contemporary incarnation of nature that people could relate to as they do with their other virtual friend’s issues.
The campaign leads to EOS Magazine’s ‘Low Impact Month’ in November 2010, designed to reduce carbon footprint.
So, would you make friends with a tree? Over 7,000 people seem to have accepted already.
Regional Executive Creative Director, Geometry Global Asia Pacific