Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Boranka campaign was launched yesterday – the largest volunteer action on reforestation of burned areas in Croatia. Agency Imago Ogilvy has devised a visual identity and communication campaign for this great socially responsible project of the Croatian Scout Association, and the illustrations were done by BooBoo, the famous Croatian illustrator who lives and works in Berlin.
Within the campaign, ash that remained from trees burned in the summer fires across Croatia were used to make black graphite that was then used as a unique ingredient in the production of charcoal pencils dubbed Boralice.
Through the print edition of 24sata newspaper, over 100,000 of these pencils will be distributed to readers from September 14, 2018. With their own Boralica, readers will draw their own trees, take a photo of the drawing and post it on the website www.boranka.hr, and thus participate in the creation of a virtual forest. The more this virtual forest grows, the more real saplings will be planted by volunteers at fire sites around Split and Solin.
In this way, symbolically, the burnt black coal is used to create a new tree, and return the green color to the charred forests. And there lies the beauty of Boranka campaign, which brings life back to the fire affected areas.
The website was created by the Degordian agency, and the biggest sponsors of the project are: Tele2, OTP Bank, Karlovačko Beer, Arriva and Karbon, which made the Boralice pencils. The media sponsor is 24sata.
“This is a type of campaign where we will integrate online and offline world. Namely, most of campaigns deliver their message through a told story, which is most often intangible. In this campaign, however, we used trees burned in fires to create black ash that was used as a unique ingredient in creating charcoal pencils called Boralice. In this way, through our campaign, we will enable people to get their hands dirty with the ashes of charred forests, and to physically feel on their own skin the message of the campaign, and become part of it,” explained Darko Bosnar, creative director at Imago Ogilvy.
“When a great project, great team, and good creative idea get matched, then everything is possible… even turning black coal into a green tree. This is one of the most useful and beautiful campaigns I’ve ever worked on,” said Igor Mladinović, Creative Director at Imago Ogilvy.
“This campaign gives us the opportunity to include thousands of volunteers in reforestation activities, and for many this will be the first time to plant a real tree. For us scouts, preservation of nature and afforestation actions are in our blood, because we know that anyone who planted a tree at least once will surely have a better attitude towards nature and the environment. We are glad that a large number of partners and sponsors have recognized the value of this project and that this will be one of the largest volunteering campaigns in Croatia’s history,” said Dan Špicer, Business Director of the Croatian Scout Association.
