david hieatt

The best ideas get you to use your current behaviour to change something.

BRIEF

Create a campaign that supports Million Trees NYC’s mission to empower New Yorkers to plant and care for trees through the city, while at the same time modernizing their image and helping them reach their desired demographic. THE CHALLENGE: Making the Million Trees NYC brand stand out in an urban setting full of noise, lights and distractions, without changing their message or integrity.

Art Director Agnes Stenberg-Schentz Copywriter: Alexandra Arvidson Copywriter: Desire Engstrom

Big corporations dominate.

They have more money.

They have more people.

They have distribution tied up.

So how can a small company stand out?

You can’t outspend them, that’s for sure.

But you can out-truth them.

So use honesty as your marketing tool.

It’s cheap.

It’s unusual. (Most big companies avoid it)

And perhaps most importantly, you don’t have to make it up.