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Entrant: Y&R São Paulo, São Paulo

IPÊ (Instituto de Pesquisas Ecológicas)
"The Feeling Tree"

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Corporate Name of Client: IPÊ (Instituto de Pesquisas Ecológicas)
Head of Client Services: Andrea Peçanha Travassos
Client Supervisor: Paula Piccin
Agency Account Supervisor: Heloisa Guimarães
Agency Account Director: Vivianne Brafmann
Media Planner: Gustavo Gaion
Planning Director: David Laloum
Agency: Y&R São Paulo, São Paulo
Worldwide Chief Creative Officer: Tony Granger
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho/Cristian Santoro
Copywriter: Thiago Espeche
Art Directors: Tiago Marcondes/Thiago Andrade
Head of Production: Thaís Gordon
Head of TV: Nicole Godoy
Agency Producer: Anderson Rocha
Production Company: Conspiração Filmes, São Paulo
Digital Producer: Webcore Interactive
Animation Company: Vetor Zero, São Paulo
Sound Design Company: Croácia, São Paulo
Creative and Technical Consultancy : Estúdio Laborg
Solution: Visual Farm

Description of the Project:
We created “The Feeling Tree” for IPÊ (Instituto de Pesquisas Ecológicas) for the Climate Change Awareness Week. The installation turned trees around the city into pollution meters. Through the use of 3D projections, the trees change their facial expressions according to air quality in that moment. If the pollution level is low, they look happy, but, as the pollution level increases, they get irritated and cough. That’s how we were able to draw attention to this serious pollution issue and transformed this boring piece of information into magic.
In São Paulo, data from CETESB (a State research institute) was used as the parameter, reflecting pollution indicators in real time. Right now, “The Feeling Tree” is being presented in several cities around Brazil.