Role: Creative Director

Agency: Momentum Worldwide

The Problem:
If a tree is planted in a forest and no one is around to see it, does anyone care?
For the last 10 years, Angel’s Envy has been committed to tree planting initiatives in Daniel Boone National Forest to support the White Oak tree population used to age our whiskey. But, getting consumers to engage with their sustainability program has been a challenge — it’s hard to get people to care about the world, without seeing the impact tree planting has on their world. 

Introducing: Toast the Trees

What started as a simple request for a shopper program turned into a proactive idea that created an innovative AR experience that gave consumers the chance to plant virtual trees in their community to create real change. With a tap, users could visualize what a greener city would look like, and join the competition to get real trees planted in their community, courtesy of Angel’s Envy and The Arbor Day Foundation.
The competition was simple — every virtual tree planted counted as a vote for your city.

Results:
37,000+ Virtual Trees Planted | 93 Cities | 47 States | 3% Organic Engagement Rate | 3 Enthusiastic Hackers Trying to Game the Competition

Team:
Art Direction: Caroline Ward | Copy: Brian Koenigsberg | Illustration: Jessica Hische