Most people don’t know an old-growth tree from their elbow, so our challenge in this campaign was to bring the strong-yet-vulnerable nature of these trees into focus. We were first hired to do a single ad, but we quickly hit on a campaign theme that reminded people that their buying habits were part of the choice between stumps and trunks. The campaign had a strong logo, a branded look, and a compelling call to action to help RAN get average consumers involved in saving these majestic trees.