In the Name of Forest

Creative idea

In Estonia, forests are more than land - they are identity. Rooted in Finno-Ugric heritage, even our surnames come from trees and animals. When logging intensified, the loss felt personal. The campaign made this pain visible: a symbolic cemetery placed on a clear-cut, turning private grief into something physical and collective. Passersby needed no explanation - they felt it instantly. In one of Europe’s most forested nations, this out-of-home installation spoke louder than any headline. And while deeply local, the message resonated universally: when nature dies, a part of us does too. Every culture has its forest. Every society its loss.

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
Account director (agency): Elis Merila
Photographer: Indrek Kasesalu, Henrik Metstak, Gregor Lillemets
Additional company: Supportive Creative Directors - Indrek Viiderfeld, Tarmo Sikk Case video - Stepan Solodkov