The Trees Are Hugging Back

About

Art Director for NewsMediaWorks' national environmental campaign, celebrating Australia's world-leading newspaper recycling rate — enough each year to fill 7,605 swimming pools. The concept plays on the term "tree huggers" — people who care for the environment — by flipping it: the trees are hugging back, in thanks. Fronted by popular science icon Dr Karl Kruszelnicki, the campaign spotlights how newspapers and magazines are made from recycled fibres and sustainably managed forests, running for nine weeks across metro, suburban and regional print and digital.

deliverables

Art Direction
Campaign Management
Retouching
Copywriting
DIGITAL Design
PRINT DESIGN
FINISHED ART