UK conservation charity Woodland Trust is ramping up its activity to fight the climate crisis with a new “Plant More Trees” campaign that coincides with a major rebrand and repositioning.
The move follows the appointment of Creature London at the tail end of 2021, following a competitive pitch.
Initially, the agency was briefed to help the organisation develop a new brand positioning that allowed it to shift perception from a conservation organisation for the traditional and conservative, to one that represents the wide variety of voices that want to combat the nature and climate crisis.
The trust also wanted to grow its supporter base, reaching more of the UK population and attract a more diverse audience.
That new positioning, “Fighting for the health of people and planet with every tree”, is designed to place Woodland Trust as a mass brand, speaking to a mass audience about a mass cause. It will run through every element of the trust’s activity: habitat protection, ancient woodland restoration, reforestation, public access, and is aimed to be a rallying cry for people to join the fight for a healthier planet.
Creature then worked to develop a new visual identity for the organisation that reflected this new positioning, with the new imagery designed to showcase the boldness, optimism and energy required to combat the climate crisis, while being inclusive and approachable.
The trust then briefed Creature London to devise and launch a marketing campaign that would start a movement to get the UK to plant trees to tackle the climate crisis and build awareness of the organisation’s role in the fight.
The Plant More Trees campaign launches this week across TV, radio, social media, out of home and, a bespoke print partnership with the Guardian.
The TV spot is narrated by Tom Hollander, star of White Lotus, The Night Manager, and In The Loop and highlights the things we will lose if we do not plant more trees, from walks in the park to breathing.
Woodland Trust head of brand Ash Kirkpatrick said: “We’re really excited about the launch of the Woodland Trust’s rebrand and have enjoyed working with Creature to bring the creative to life. We are looking forward to continuing to be a champion for UK woods and trees and providing positive solutions for tackling the climate and nature crisis.”
Creature creative director Josh Dando added: “We thought it was time for a refreshing but straight-talking take on saving the planet, rather than more doom, gloom, and guilt. Trees are an amazing weapon against this climate crisis, so championing them – and giving Woodland Trust a clear role with a charmingly sardonic but serious campaign – felt like just what the world needed.”
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