Use of Illustration
Jung von Matt,
Forest Stewardship Council "Tree Drawings"
Credits Corporate Name of Client: Forest Stewardship Council (FSC) Agency: Jung von Matt, Stuttgart Creative Directors: Joachim Silber/Michael Ohanian/Tim Knowles Copywriter: Lennart Frank Illustrators: Drawn by Larch, Pine and Oak Graphic Designer: Thomas Lupo
Basic description of the project: The brief:
To develop an attention-getting promotion that demonstrates the value of protecting trees, and that attracts new supporters to FSC.
Trees are essential to life. They improve the CO2 balance, offer habitat to animals and they are the beauty of nature. We felt that it was worth reminding people of that.
Not by using nicely-shot images of forests, but in a different way – one with a little more depth.
What we did was to add pencils to the tree’s branches. When they moved in the wind, unique works of art were created.