Planet Ark encourages us to ‘Make It Wood’ with new campaign via Sydney-based agency Dynamix

Planet Ark has launched its new ‘Make It Wood – Do Your World Some Good’ campaign which promotes the increased use of certified, responsibly sourced wood as a building material. The campaign aims to reach home-builders, renovators, school children, parents, architects, designers and tradespeople.

Sydney-based agency Dynamix designed the creative for the campaign, which included a dedicated website, advertisements and an interactive carbon animation. In future the campaign will reach out to provide educational resources for schools and work with retailers to target consumers at point of sale.

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“The main hurdle to overcome is getting people to understand that responsibly sourced wood can actually help tackle climate change as it stores carbon. According to a recent survey, 93% of people understood that trees absorb carbon, however only 39% of people realised that when the tree is responsibly harvested and used to make wood products, the carbon remains locked in the wood for the life of the product,” said Chris Philpot, ‘Make It Wood’ campaign manager, Planet Ark.

“The brief we gave to Dynamix was to come up with an engaging way to get people thinking about responsibly sourced wood when renovating or building. We have been really impressed with the work from Dynamix over the last couple of years, firstly with the launch of National Tree Day in 2010 and now ‘Make it Wood’. The level of thinking and creativity from Dynamix has given Planet Ark some great campaigns which have far exceeded our expectations.”

Says Ryan Hill, Dynamix executive creative director: “Trying to convince people to change their mindset on the use of responsibly sourced wood was starting point for the development of the creative.  Being an issue that requires a bit of explanation we needed to communicate a fresh perspective quickly and engage our audience to find out more. We devised an action-orientated campaign name ‘Make It Wood,’ coupled with the line ‘Do your world some good’ to highlight the benefit. The look and feel for the site followed suite and was made from wood, or more accurately, wood pixels!”