WOOD 

Creative idea

We didn't want another campaign describing how serious the destruction of Slovakia's forests is. We wanted to help solve the problem — and give conservationists a real tool. So we developed a technology that detects the sound of a chainsaw, instantly alerts conservationists and sends them the exact coordinates. We hid the device inside a piece of dead wood, making it virtually invisible in the forest and hard for loggers to detect. And so WOOD was born — a piece of wood that can protect the forest. WOOD became the hero of the campaign.

Brand name: My sme les
Advertiser / client: Aevis Foundation
Product / service: A fundraiser to help forest conservationists
Campaign name: WOOD 
Agency network: INDEPENDENT AGENCY
Agency: Wiktor Leo Burnett, Bratislava
Agency chief executive officer: Michal Kopriva
Executive creative director: Vladimír Lefík
Creative director: Peter Michalka
Art director: Jaroslav Varchola
Copywriter: Peter Michalka, Ladislav Macko
Account director (agency): Anh Doan
Client account director: Lucia Kovárová
Strategic planner / strategist: Vladimír Lefík, Dominika Múdra
Director: Andrej Kolenčík
Director of photography: Tomasz Wierzbicki
Music: Dalibor Kocian (Stroon)