Meridian’s tree-planting campaign

Meridian India has created a new campaign for treesforfree.org – a paperless, tree-planting charity. The campaign consists of print and ambient executions. The print carries the tag line ‘give a gift which keeps on giving.

The second component is a visiting card. Using paper was not suitableso seeds of the Honge tree were chosen. The ‘viseeding card’, whenplanted, grows into a remarkably adaptable, hardy tree that producesbiofuel, biofertlizier, biopesticide and oil, apart from the usualbenefits that other trees give like oxygen, shelter, carbonsequestering etc.

Then abandoned bird’s nests wererescued from trees before the trees were cut down. These empty nestswere hand-delivered to industry captains and other influential decisionmakers. Each nest invited the recipient to plant a tree and place thenest on it, in the hope that the birds and the birdsongs would return,for posterity.

Credits: ECD: N Ramesh. CDs: N Ramesh, Vinod Lal Heera Eshwer.Copywriter: Vinod Lal Heera Eshwer. Art Director: N Ramesh, Jerald Samuel. Photographer: Senthil Kumar. Photographic Studio: Sentil Photo.