It isn’t often as an advertiser that you get to promote a product or service that is almost universally loved. If you stop to think, it makes sense. If everyone likes you, there isn’t much need to promote anything.
When the Missouri Department of Conservation Forestry Division came to us, they knew people liked trees. But in a state that has 14 million acres of forest, it’s pretty easy to start overlooking all that green.
So we started by taking the factory tour and getting out of the office.
Trees actually do a lot more than you first think. Of course you can thank trees for that great deck and the shade to enjoy it, but trees also help children concentrate, bring communities together and reduce stress. When we looked at all the good trees do, we began to wonder what our state would look like without them.
Our goal was to get people thinking about trees but keep the smile that a walk in the woods brings. We crafted an aspirational tagline, ...