Ambassadors of the Forest
AWARDS
Gold ADDY Animation
Judge’s Choice Award
Silver ADDY Art Direction
Project Description
After 30 years of talking in certification code, FSC needed to show up differently as a bold voice in the climate conversation. Ambassadors of the Forest gave the brand a different face (and a louder, more fierce one).
ROLE
Global Creative Lead, Strategy, Copy, Art Direction, Design
The Challenge
Despite being one of the most trusted global names in enterprise certification, FSC was flying under the radar. Business leaders facing growing pressure around climate, ESG, and biodiversity didn’t see FSC as part of the solution. The brand had the credibility, but not the visibility. It needed a shift: from quiet certifier to active climate partner.
The Challenge
Despite being one of the most trusted global names in enterprise certification, FSC was flying under the radar. Business leaders facing growing pressure around climate, ESG, and biodiversity didn’t see FSC as part of the solution. The brand had the credibility, but not the visibility. It needed a shift: from quiet certifier to active climate partner.
The Solution
We created Ambassadors of the Forest a global platform that put real problems and real impact front and center. But the heart of the campaign? A troop of adorable, climate-fighting owls. Their look blended forest-foraged armor with Indigenous textile techniques — cute, yes, but built for battle.
The strategy behind them was simple: stand out where no one else dares to. In a sea of B2B sustainability content filled with stock forests and corporate jargon, we built characters with soul intentionally designed to stop thumbs on LinkedIn and spark conversation in boardrooms. These owls became our unlikely diplomats, helping FSC show up with charm, courage, and credibility. From hero films to social storytelling to a fresh visual system, the campaign gave FSC a voice and made sure it got heard by the leaders making daily sustainability decisions.
The Summary
We created Ambassadors of the Forest a global platform that put real problems and real impact front and center. But the heart of the campaign? A troop of adorable, climate-fighting owls. Their look blended forest-foraged armor with Indigenous textile techniques — cute, yes, but built for battle.
The strategy behind them was simple: stand out where no one else dares to. In a sea of B2B sustainability content filled with stock forests and corporate jargon, we built characters with soul intentionally designed to stop thumbs on LinkedIn and spark conversation in boardrooms. These owls became our unlikely diplomats, helping FSC show up with charm, courage, and credibility. From hero films to social storytelling to a fresh visual system, the campaign gave FSC a voice and made sure it got heard by the leaders making daily sustainability decisions.
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The Solution
We created Ambassadors of the Forest a global platform that put real problems and real impact front and center. But the heart of the campaign? A troop of adorable, climate-fighting owls. Their look blended forest-foraged armor with Indigenous textile techniques — cute, yes, but built for battle.
The strategy behind them was simple: stand out where no one else dares to. In a sea of B2B sustainability content filled with stock forests and corporate jargon, we built characters with soul intentionally designed to stop thumbs on LinkedIn and spark conversation in boardrooms. These owls became our unlikely diplomats, helping FSC show up with charm, courage, and credibility. From hero films to social storytelling to a fresh visual system, the campaign gave FSC a voice and made sure it got heard by the leaders making daily sustainability decisions.
The Results
Hit 5 million views (with zero paidmedia), outperforming benchmarks by 124% and driving a 12% engagement rate —120x better than previous campaigns.
30 companies reached out to learnmore. That may sound modest until you realize one FSC partner can increase carbon capture by 17%. So imagine the impact of 30 more. That’s not just lead gen, that’s climate math.
It also opened a new client sector and helped position FSC as a vital climate partner, contributing to 40 targets across 14 Sustainable Development Goals. Big shift. Bigger impact.
