Igor Mladinovic
Creative Director at McCann Zagreb
Zagreb, Croatie
TitrePaint It Back
BriefSituation:Every year huge wildfires in Croatia turn green forests into black burned areas.Nature is unable to renew by itself, so it needs our help.Scouts of Croatia wanted to organize the afforestation of those burned areas.Idea:From black ash of burned trees we created unique ash crayons. We distributed more than 100.000 crayons via national daily newspaper. With those crayons you can draw a tree, upload it on the website www.boranka.hr and with a donation of 1EUR a virtual tree becomes a real one and is planted by volunteers on burned areas.Results:Simple black crayons painted back burned forest areas of more than 500.000 m2 with +60.000 trees. More than 5.000 volunteers joined the campaign in 45 days of afforestation. This was the biggest afforestation in Croatian history and it pushed the topic in all relevant national news and portals.
Agence
Campagne Paint It Back
Annonceur The Scouts Association
Marque Scout Association of Croatia
Date de première diffusion/publication
Secteur d'activité Associations caritatives, fondations, volontariat
Synopsis The largest afforestation of Croatian burned areas in history
Philosophie From black ash of burned trees we created unique ash crayons. We distributed more than 100.000 crayons via national daily newspaper. With those crayons you can draw a tree, upload it on the website www.boranka.hr and with a donation of 1EUR a virtual tree becomes a real one and is planted by volunteers on burned areas.
Problème Every year huge wildfires in Croatia turn green forests into black burned areas. Nature is unable to renew by itself, so it needs our help. Scouts of Croatia wanted to organize the afforestation of those burned areas.
Résultat Simple black crayons painted back burned forest areas of more than 500.000 m2 with +60.000 trees. More than 5.000 volunteers joined the campaign in 45 days of afforestation. This was the biggest afforestation in Croatian history and it pushed the topic in all relevant national news and portals.
Type de média Digital
Longueur
Chief Creative Director
Directeur de création
Chef de projet
Concepteur / rédacteur
Concepteur / rédacteur
Chef de groupe
Directeur artistique
Directeur artistique
Illustrateur
Film
Film
Film
Digital Artwork

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