“Forests from fairytales” is an educational campaign, that we have created for our client Tetra Pak. The main goal was to increase awareness of FSC certification on product packaging and explain standards behind it.
Currently awareness about what FSC stands for is quite low in the Czech Republic and Slovakia too. People don’t know that such certificate exists at all.
The idea behind the campaign was to create our own fairytale world. And as usual fairy tales often happen in a forest environment. And in our tale we tell the story of how important trees are.
The Media campaign was built on three main channels – TV (as a sponsorship of chosen programs), internet – social media, online, microsite – pohadkovelesy.cz / rozpravkovelesy.sk and outdoor (metro frames and CLV in the streets). All started during october 2014.