Launch & PR
Ecosia turns the 250-millionth tree into a political statement
Client
Ecosia
Launch & PR
01
Starting point
250 million planted trees is an extraordinary number. But milestones like this can easily fizzle out as an internal success story — a press release, briefly noticed and quickly forgotten.
Ecosia wanted to use this moment differently: as a political statement rather than a pure brand celebration.
The question was how to give a tree planting the weight it deserves.
02
Approach
We staged the moment across three dimensions.
Location as statement: The planting took place at the Reichstag, the symbolic centre of German democracy. The location sent the signal before a single line was written: a tree planting at the Reichstag reads as a stance, not a marketing date.
Attention through surprise: The magicians Siegfried & Joy made the tree disappear as a magic trick and played the moment out through their own social media channels, combined with the call to plant trees with Ecosia. A magician makes one tree disappear, Ecosia plants 250 million.
Political weight through real presence: Federal Environment Minister Carsten Schneider, district councillor Christopher Schriner and Environment State Secretary Andreas Kraus planted the tree together with Ecosia. Three political levels — federal, state and district — at one event. Not symbolic politics, but a statement with signatures.
03
Outcome
An internal milestone became a publicly visible commitment from German politics to Ecosia's work.
The planting was widely picked up, including by ARD and rbb. Three political levels were present: Federal Minister Carsten Schneider (federal), district councillor Christopher Schriner (district) and State Secretary Andreas Kraus (state). The Reichstag as location, the political prominence and the Siegfried & Joy appearance created coverage that reached far beyond the Ecosia community.
Results in numbers
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