Client: AFP Habitat
Agency: McCann Lima
Project Type: Social Awareness Campaign
Role: Copywriter (Creative Copywriters Team)
Skills Used: Emotional Storytelling, Environmental Messaging, Music Collaboration
Agency: McCann Lima
Project Type: Social Awareness Campaign
Role: Copywriter (Creative Copywriters Team)
Skills Used: Emotional Storytelling, Environmental Messaging, Music Collaboration
To raise awareness about the critical need to protect Peru's Amazon rainforest, AFP Habitat teamed up with the band We The Lion to create "El Canto de los Árboles". The campaign symbolically gave a “voice” to Amazonian trees by transforming the unique textures of their bark into music. This innovative collaboration sought not only to highlight the importance of environmental preservation but also to encourage individuals to reduce paper consumption and opt for digital communication.
Project Brief
Problem: Deforestation in the Amazon rainforest has already led to the loss of over two million hectares, threatening biodiversity and ecosystem stability.
Objective: Inspire environmental action through a creative campaign that transforms the textures of tree bark into music, encouraging both nature conservation and sustainable habits such as switching to digital communication.
Creative Approach
Strategy: A team traveled to the Amazon rainforest to photograph the bark of imposing trees. The images were given to musicians from We The Lion, who composed melodies inspired by the patterns, veins, and textures found in the bark, giving the trees a symbolic voice.
Concept: Combined photography, music, and storytelling to transform the essence of the Amazon into melodies of hope. This concept communicated both the urgency and the beauty of protecting the natural world.
Execution: The campaign invited people to update their email addresses to receive their AFP Habitat account statements digitally, contributing to paper savings. A heartfelt video captured the process, showing the musicians' creative journey and inspiring audiences to participate in the environmental cause.
Results
Impact: The campaign resonated with audiences, generating over 1.3 million views and 15,000 shares on Facebook, and more than 336,000 views on YouTube.
Engagement: It successfully raised awareness about deforestation and promoted sustainable habits among AFP Habitat’s affiliates. The campaign was produced with the creative support of McCann Lima and Saturno production company.