In the Name of Forest

Creative idea

In Estonia, one in ten people carries a surname from forests, trees or animals. To protest destructive logging, we transformed these names into a full-page death notice. Every “deceased” was a forest-related surname, all marked with the same symbolic date of death: the day of clear-cutting. The execution shocked readers and spread fast — leading newspapers reprinted it voluntarily. A single obituary-style print ad became the voice of a forest and sparked a national debate on deforestation.

Brand name: Eesti Metsa Kaitseks
Advertiser / client: Estonian Fund for Nature / Save Estonia’s Forests / Estonian Ornithological Society / Estonian Green Movement
Product / service: Nature conservation awareness
Campaign name: In the Name of Forest
Agency network: INDEPENDENT AGENCY
Agency: Tabasco, Tallinn
Web address: https://raiemaht.ee
Executive creative director: Kerstin Raidma
Art director: Kuldar Leement
Copywriter: Kerstin Raidma, Tarmo Sikk
Client account director: Elis Merila
Photographer: Indrek Kasesalu, Henrik Metstak, Gregor Lillemets
Additional company: Supportive Creative Directors - Indrek Viiderfeld, Tarmo Sikk Case video - Stepan Solodkov