This idea was important for another reason.

It was the project that taught me what Cannes really rewards.

That realization changed the way I thought about creativity, and it became one of the most valuable lessons of my career.

AWARDS

The Felling Tree.
-Cannes Lions/ Bronze 2014
-London Awards/ Bronze Weird Wonderful Work 2014
-OneShow / Merit 2014
-Best ads - Ambient of the Week.

VP de Criação: Rui Branquinho
Redator: Thiago Espeche
Diretor de Arte: Thiago Marcondes

March 16th, National Climate Change Awareness Day. A great opportunity to draw the attention of the population to the air we breathe. We transformed the trees into pollution meters. We developed a system that: Collected the official information on air quality. Translated this data into reactions. Projected those reactions on the trees.

AWARDS

The Felling Tree.
-Cannes Lions/ Bronze 2014
-London Awards/ Bronze Weird Wonderful Work 2014
-OneShow / Merit 2014
-Best ads - Ambient of the Week.