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.