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Genesis Energy ‘Tree People’

To reduce greenhouse gas emissions, we developed ‘Tree People’ for Genesis Energy – an online community based on a virtual forest where members’ pledges to conserve energy were visually represented by the growth of trees.

I was responsible for the complete management of the project from strategy development, to production (website, TVC, print, experiential, DM).

The results:

  • 24,000 people nurtured their virtual trees
  • 90,000 measurable pledges
  • 16,000 tonnes of carbon saved – 59% over target
  • 1.81 million gallons of petrol not burned
  • New York Festivals 2009 Gold UN Award
  • John Caples International 2009 Silver