The Nature Conservancy wanted to highlight the importance of city trees and remind New Yorkers about the many benefits the urban forest provides. We did this by showing people that trees possess unique NYC traits, and are rooted in the cultural fabric of the city. We partnered with NY-based lettering artist Ying Chang who added a touch of NYC edginess to the message.

The campaign also included “Treevia,” a citywide trivia game that put New Yorker’s tree knowledge to the test, and directed them to nature.org/nyctrees, where they could learn more about The Nature Conservancy’s work.

AD: Henrik Bakke-Hareide
CD: Rob Colucci
CW: Carina Cain
Photography: Micheal O’Neal
Lettering: Ying Chang