EOS magazine in Belgium is giving Nature the means to talk to humans through social media. Working with creative agency Happiness Brussels, Eos has launched “Talking Tree”, a campaign that turns the environmental debate on its head by giving a voice and “feelings” to a 100 year old tree living in living in Bois de la Cambre, on the edge of Brussels. The tree has been hooked up to a fine dust meter, ozone meter, light meter, weatherstation, webcam and microphone, providing regular updates to followers through YouTube, Flickr, Twitter, Facebook and Soundcloud.
The tree’s experience of air pollution leads to phrases such as “I’m feeling really dizzy today, there are too many cars going by”, “The air is getting a bit dirty. Do me a favour, take your bike” and “This ozone concentration makes it difficult to do my job”. The tree will also post sound bites, photos and videos. All the action is assimilated on the Tree’s website and control room at www.talking-tree.com.
The social media campaign is being supported by print ads in magazines and newspapers and email marketing. A 30 second and 90 second “making of” videos will be seeded online across technology, gadget, design, ecology and entertainment websites and blogs.
Click on the image below to play the 30 second Making-Of video in YouTube (HD)
Click on the image below to play the 90 second Making-Of video in YouTube (HD)
The campaign will culminate with an EOS “Low Impact Month” in November 2010 designed to encourage additional effort in reducing personal environmental footprints. Users can measure their carbon footprint using ECOLife, a footprint calculator and sign up to receive a roadmap on how to shrink their footprint by adapting their food, mobility, heating, electricity, waste and water consumption.
Koen De Buck, commercial director at EOS Magazine, said: “We are hugely excited about the impetus that Talking Tree will have both on generating interest in EOS but more importantly on a matter of significance that concerns us all. Nature is suffering from pollution in our cities and by letting everyone know exactly how the Tree is feeling about the world around it today, it will get people thinking about Nature’s viewpoint on how we are treating the world we share.”
“We wanted to move away from the traditional monologue advertising and create something that would enable us to add value and engage our readers on a common journey to reduce our footprints through a platform they are familiar with, like and trust.”
The Talking Tree campaign was developed at Happiness Brussels by creative managers Karen Corrigan, creative manager/director Gregory Titeca, account managers Alan Cerutti and Bart Van De Maele, concept providers Tom Galle and Ramin Afshar, head of art Cecilia Azcarate Isturiz, graphic designer Basile Cuvelier. Programming was done by Fisheye. Web development was done at Bliss Interactive.
Gregory Titeca, creative director and head of R&D at Happiness Brussels, said: “Talking Tree has its roots in a powerful idea about highlighting a major environmental challenge in a unique way. The successful combination of a myriad of technologies and communications channels to make this happen is the product of the idea – not the other way round, and this is something we are extremely passionate about. The technology and channels allow the Tree to start and continue its discussions not only in the target markets, but also with people from around the world. Thanks to the Talking Tree, nature has now been given an intelligent voice.”