The Fable of the Tree




Cutting down trees can be environmentally beneficial. No really. We even won an award for this.


Like most things in life, it’s all about how you do it. Responsible forestry not only improves the health of forests, but provides a sustainable material for everyday products like paper. The Forest Stewardship Council (FSC) and our strategy partner, Zeus Jones, wanted to inspire audiences to keep this cycle going.



Employing the simplicity and style of a children’s fable, we crafted a film that tells the story of responsible forest management.


With a reflective and poignant tone, our lyrical journey centered on the forest and the many people who have made themselves its steward. From the men who cut the trees to the designers who envision the products, buying products with the FSC logo is one simple action, but it ensures the cycle of healthy forests will continue for generations.



We’re proud to say our hard work won the 2016 FSC Leadership Award.


Not only did it produce a few tears from our audience, but it even won the FSC Leadership Award in the uncommon partnership category, which is shared with past winners Hewlett Packard and Procter & Gamble. We think we can say, mission accomplished.