Challenge

The Earth’s largest rainforest is critical in the fight against climate change and it’s disappearing. The Amazon absorbs and stores immense amounts of carbon, which is being released into the atmosphere through rampant deforestation. This is bad news for our increasingly hot and dry planet, and worse news for the Indigenous peoples who call the rainforest home. Allbirds looked to us for an Earth Day moment to help them turn a climate tipping point into a turning point.

Solution

To help cut through and reach an audience fatigued by endless bad news, we bought a lighter Kiwi tone to the serious global issue and created #KeepTheAmazonPrime - the ‘global e-commerce platform you CANNOT live without!’

A mock 60-second infomercial highlighting the benefits of the Amazon drove online audiences to a standalone website that motivated people to donate to Amazon Watch - a nonprofit organisation dedicated to the protection of millions of acres of rainforest in partnership with Indigenous peoples. In the style of the infomercial and website, we also created spoof review assets of the rainforest’s features that Allbirds used across their social media platforms. 

See the website we built for #KeepTheAmazonPrime here: https://keeptheamazonprime.com/

Impact

From the campaign’s launch on April 20 2022 until the end of the month, Allbirds matched all donations to Amazon Watch, up to a total of $50,000.