May 4, 2011

Green Goes Grassroots

Arbor Day. Not exactly the hottest seasonal event in the ad world. And yet, look what sprung up in downtown Chicago this past week.

Sponsored by the Morton Arboretum (read: Disneyland for saplings) and local green-happy institutions, this clever Out Of House event successfully combined two steadfast elements of a successful ad campaign–intrigue (what the hell are those giant price tags doing on these trees) and quantitative proof (holy Cypress roots, this tiny tree will create over a K in environmental benefits). And, just for good measure, they also threw in one of the annoying elements: a QR code.

For better or worse, I witnessed several pedestrians taking an interest in this creative ad campaign and I felt confident that, somewhere deep down, both their inner number cruncher and tree hugger found a moment of satisfaction.

Just don’t ask how many trees it took to print out those giant placards. On Arbor Day, after all, it’s the thought that counts.

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