Forest Stewardship Council
Better known for promoting responsible forest management through certification, the Forest Stewardship Council (FSC) also has vital tools for corporate and government leaders to positively report their organizations’ impacts on our planet. FSC aimed to highlight the role its certification programs can play in achieving climate commitments. To do it, it needed to cut through a noisy and crowded sustainability marketplace.
We. believed corporate sustainability leaders, weighed down by climate crisis fatigue, would respond to a campaign based on emotion, warmth and empathy. We. created a group of climate-change-fighting owl ambassadors to deliver a powerful call to action: Seize the potential of forests to create a more sustainable future. This digital-first global campaign launched just ahead of COP28 with a thumb-stopping hero video on LinkedIn.
The hero video earned over 5 million views — 124% above benchmarks — and generated interest in FSC certification from 30+ global and local organizations. It also won a Gold ADDY for Animation, a Silver for Art Direction, and the Judge’s Choice Award for Campaign Excellence.
“One of the most memorable campaigns in my career, not only because of its significance to FSC but also because of the innovative creative approach.”
Ngoc Vo, Global Marketing Manager, FSC
