案例简介：描述活动/条目 一个众所周知的问题: 如果一棵树倒下，没有人听到，它会发出声音吗？去年，德国的一个环保组织决定颠覆这句谚语，提出一个非常不同的问题。如果一棵树发出每个人都能听到的声音 -- 倒下的树会更少吗？ 事实证明，这是一个具有紧迫目的的实际问题。柏林被称为拥有近 40,000 棵树的欧洲特大城市中最绿色的城市，正在迅速失去树木，很少有资金用于维护或保护。因此，致力于保护柏林树木的外滩协会开始提高人们对树木损失的认识，并为树木保护筹集资金。 如何？通过一场公益运动，把一棵老栗树变成了一种街头音乐家。知道在 9月初，蒙比茹公园入口处的雄伟树会开始掉栗子, 该团队用一个聚合物膜形状的环包围了这棵树，每次栗子倒下都会发出美丽的灯光和声音。在国家和国际报道的推动下，数百人涌向为期一周的树木音乐会。那些没能成功的人可以在 www.treeconcert.de 、 Facebook 、 Google + 、 Twitter 或 YouTube 上跟随音乐。 随着栗子的减少，捐款比平均月份增加了 800%。音乐还没有消失。与柏林明星 DJ 一起，外滩制作了一个从栗子声音中混音的 iTunes 汇编，收入继续资助柏林的树木保护。 描述客户的简报 在这场公益运动中，我们开始提高人们对柏林树木损失的认识，并增加对外滩树木保护的捐赠。在这场运动中，外滩特别渴望接触到成千上万的专业人士，他们在午餐时间和通勤时间从城市的树木中受益良多，但很少注意到他们的绿叶保护者。事实上，他们更加关注柏林丰富的街头艺人文化。 结果 从地区电视、印刷和广播到国家专题文章和博客帖子，对树木音乐会的评论如火如荼。很快，报道范围扩大到美国设计博客、非洲和法国建筑博客，甚至俄罗斯文化博客。 每天有多达 500 名游客前来，而在音乐会的当月，对外滩的捐款比平均月份增加了 800%。 这场运动以前所未有的方式将人和自然结合在一起。它引发了广泛的讨论，改变了人们对城市树木的看法。 与一位受欢迎的 DJ 一起，BUND 制作了栗子声音的混音汇编。随着它在 iTunes 上的发布，更多的收入将流向城市树木的保护。 当然，落下的栗子是大自然创造新树的方式，所以特别适合的是，公益树音乐会运动给柏林的树木带来了新的生命。 执行 2012年9月，我们把柏林莫尼茹公园一棵 100 岁的栗子树变成了街头音乐家。对他来说，我们建造了一种独特的仪器: 一种触摸敏感的薄膜结构，适合树。每撞击一个落下的栗子，都会产生一种声光的组合。在与风的和谐中，音符创造了一场空灵的树木音乐会。 我们让记者先体验音乐会，国内和国际报道很快就跟进了。 一周内，每天有数百人参加树木音乐会，阅读树木数量下降的信息，并通过发短信给 “树木” 捐款。每当有人发短信给他们的捐赠时，树都会以个人信息表示感谢。那些不能出席的人关注 www.treeconcert.de 、 Facebook 、 Google + 、 Twitter 或 YouTube 上的音乐。 音乐继续播放。音乐会结束后，与柏林启动 DJ 一起，外滩制作了栗子声音的曲调汇编。 形势 树木是柏林身份的核心。除了提供遮荫和吸收碳，树木给著名的柏林空气带来了独特的气味。然而，该市的树木数量正在下降: 地方当局缺乏必要的树木护理资金。树木也遭受风暴和干旱，昆虫和真菌的侵扰，以及冬季道路盐。到 2000年，柏林每年必须砍伐的树木数量都超过了新种植的树木。因此，致力于保护柏林树木的外滩协会需要提高人们对树木损失的认识，并为树木保护筹集资金。 战略 柏林的树木是柏林最重要的表演者之一 -- 遮荫、去除碳、为空气调味。但是他们的日常表演基本上没有被注意到。所以我们决定聚焦一棵树的表演, 将一年一度的栗子掉落变成一场完整的音乐会 -- 一场声光表演，让游客感受到柏林树木提供的一切，以及我们迫切需要保护他们。人们可能不会听一个小 NGO 的-但是他们当然，听一棵树试图筹集他的捐款。 外滩团队与创意艺术家合作，向公众通报树木保护情况，并进行捐赠。这场运动最大的挑战是将它和谐地融入自然环境。这一点非常重要，因为竞选的核心是一棵柏林栗树。

案例简介：Describe the campaign/entry A proverbial question: If a tree falls and no one hears it, does it make a sound? Last year, an environmental group in Germany decided to flip this proverb on its head to ask a very different question. What if a tree makes sounds that everyone hears – would fewer trees fall? This turns out to be a practical question with an urgent purpose. Berlin, known as the greenest of Europe’s megacities with nearly 40,000 trees, was losing trees rapidly, with few funds for maintenance or protection. So the BUND, an association committed to preserving Berlin’s trees, set out to raise awareness of the tree loss and raise money for tree preservation. How? Through a pro-bono campaign that turned an old chestnut tree into a kind of street musician. Knowing that in early September the majestic tree at the entrance to Monbijou Park would begin dropping chestnuts, the team encircled the tree with a ring of polymer-membrane shapes that emitted beautiful lights and sounds every time a chestnut fell. Driven by national and international coverage, hundreds flocked to the weeklong Tree Concert. Those who couldn't make it could follow the music on www.treeconcert.de, Facebook, Google+, Twitter or YouTube. As chestnuts fell, donations rose 800% compared to the average month. And the music hasn't died. Together with a Berlin star-DJ the BUND produced an iTunes compilation of remixes from the chestnut sounds, with revenue continuing to fund tree preservation in Berlin. Describe the brief from the client In this pro-bono campaign, we set out to raise awareness of Berlin’s tree loss and increase donations to BUND for tree preservation. For this campaign, BUND was especially eager to reach the thousands of professionals who benefit so much from the city’s trees at lunchtime and during their commute but who rarely notice their leafy protectors. Indeed, they pay far more attention to Berlin’s rich culture of street performers. Results Reviews of the Tree Concert were glowing, from regional TV, print and radio to national feature articles and blog posts. Soon coverage extended to U.S. design blogs, African and French architecture blogs, and even Russian culture blogs. Up to 500 visitors came every day, while donations to the BUND jumped 800% in the month of the concert, compared to the average month. The campaign brought people and nature together in a way that has never been done before. It lead to a broad discussion and changed the way people perceive their city trees. Together with a popular DJ, BUND produced a remix compilation of the chestnut sounds. With its release on iTunes, more revenue will flow into the preservation of the city’s trees. Falling chestnuts, of course, are nature’s way of creating new trees, so it’s especially fitting that the pro-bono Tree Concert campaign is giving Berlin’s trees new life. Execution In September 2012 we transformed a 100-year-old chestnut tree in Berlin’s Monijou Park into a street musician. For him we built a unique instrument: a touch-sensitive membrane construction, tailor-made to fit the tree. Each impact of a falling chestnut produced an composition of sound and light. In harmony with the wind, the notes created an ethereal Tree Concert. We let journalists experience the concert first, and national and international coverage quickly followed. Every day for a week, hundreds attended the tree concert, read about the declining tree population, and donated money by texting “Tree.” Whenever someone texted their donation, the tree thanked with a personal message. Those who couldn’t attend followed the music on www.treeconcert.de, Facebook, Google+, Twitter or YouTube. And the music plays on. After the concert, together with a Berlin start DJ, the BUND produced an Tunes compilation of chestnut sounds. The Situation Trees are central to Berlin’s identity. Beyond providing shade and soaking up carbon, trees give the famous Berlin air its peculiar scent. The city’s tree population, however, is in decline: local authorities lack money for essential tree care. The trees are also suffering from storms and drought, insects and fungal infestation, as well as winter road salt. Each year, the number of trees that must be cut down in Berlin exceeds the newly planted by 2000. So the BUND, an association committed to preserving Berlin’s trees, needed to raise awareness of the tree loss and raise money for tree preservation. The Strategy Berlin’s trees are some of Berlin’s most important performers – giving shade, taking away Carbon, and perfuming the air. But their daily performances go largely unnoticed. So we decided to spotlight the performance of one tree, transforming its annual dropping of chestnuts into a full concert – a sound and light show that would transfix visitors and make them aware of all that Berlin’s trees provide and how urgently we need to protect them. People might not listen to a small NGO – but they surely listen to a tree that tries to raise donations by him. Partnering with a creative pool of artists the BUND team informs the public about tree preservation and generates donations. The biggest challenge of the campaign was to harmoniously integrate it into the natural surroundings. This is very important because at the heart of the campaign lies nothing more and nothing less and a Berlin Chestnut tree.

树音乐会 | Tree Concert

案例简介：描述活动/条目 一个众所周知的问题: 如果一棵树倒下，没有人听到，它会发出声音吗？去年，德国的一个环保组织决定颠覆这句谚语，提出一个非常不同的问题。如果一棵树发出每个人都能听到的声音 -- 倒下的树会更少吗？ 事实证明，这是一个具有紧迫目的的实际问题。柏林被称为拥有近 40,000 棵树的欧洲特大城市中最绿色的城市，正在迅速失去树木，很少有资金用于维护或保护。因此，致力于保护柏林树木的外滩协会开始提高人们对树木损失的认识，并为树木保护筹集资金。 如何？通过一场公益运动，把一棵老栗树变成了一种街头音乐家。知道在 9月初，蒙比茹公园入口处的雄伟树会开始掉栗子, 该团队用一个聚合物膜形状的环包围了这棵树，每次栗子倒下都会发出美丽的灯光和声音。在国家和国际报道的推动下，数百人涌向为期一周的树木音乐会。那些没能成功的人可以在 www.treeconcert.de 、 Facebook 、 Google + 、 Twitter 或 YouTube 上跟随音乐。 随着栗子的减少，捐款比平均月份增加了 800%。音乐还没有消失。与柏林明星 DJ 一起，外滩制作了一个从栗子声音中混音的 iTunes 汇编，收入继续资助柏林的树木保护。 描述客户的简报 在这场公益运动中，我们开始提高人们对柏林树木损失的认识，并增加对外滩树木保护的捐赠。在这场运动中，外滩特别渴望接触到成千上万的专业人士，他们在午餐时间和通勤时间从城市的树木中受益良多，但很少注意到他们的绿叶保护者。事实上，他们更加关注柏林丰富的街头艺人文化。 结果 从地区电视、印刷和广播到国家专题文章和博客帖子，对树木音乐会的评论如火如荼。很快，报道范围扩大到美国设计博客、非洲和法国建筑博客，甚至俄罗斯文化博客。 每天有多达 500 名游客前来，而在音乐会的当月，对外滩的捐款比平均月份增加了 800%。 这场运动以前所未有的方式将人和自然结合在一起。它引发了广泛的讨论，改变了人们对城市树木的看法。 与一位受欢迎的 DJ 一起，BUND 制作了栗子声音的混音汇编。随着它在 iTunes 上的发布，更多的收入将流向城市树木的保护。 当然，落下的栗子是大自然创造新树的方式，所以特别适合的是，公益树音乐会运动给柏林的树木带来了新的生命。 执行 2012年9月，我们把柏林莫尼茹公园一棵 100 岁的栗子树变成了街头音乐家。对他来说，我们建造了一种独特的仪器: 一种触摸敏感的薄膜结构，适合树。每撞击一个落下的栗子，都会产生一种声光的组合。在与风的和谐中，音符创造了一场空灵的树木音乐会。 我们让记者先体验音乐会，国内和国际报道很快就跟进了。 一周内，每天有数百人参加树木音乐会，阅读树木数量下降的信息，并通过发短信给 “树木” 捐款。每当有人发短信给他们的捐赠时，树都会以个人信息表示感谢。那些不能出席的人关注 www.treeconcert.de 、 Facebook 、 Google + 、 Twitter 或 YouTube 上的音乐。 音乐继续播放。音乐会结束后，与柏林启动 DJ 一起，外滩制作了栗子声音的曲调汇编。 形势 树木是柏林身份的核心。除了提供遮荫和吸收碳，树木给著名的柏林空气带来了独特的气味。然而，该市的树木数量正在下降: 地方当局缺乏必要的树木护理资金。树木也遭受风暴和干旱，昆虫和真菌的侵扰，以及冬季道路盐。到 2000年，柏林每年必须砍伐的树木数量都超过了新种植的树木。因此，致力于保护柏林树木的外滩协会需要提高人们对树木损失的认识，并为树木保护筹集资金。 战略 柏林的树木是柏林最重要的表演者之一 -- 遮荫、去除碳、为空气调味。但是他们的日常表演基本上没有被注意到。所以我们决定聚焦一棵树的表演, 将一年一度的栗子掉落变成一场完整的音乐会 -- 一场声光表演，让游客感受到柏林树木提供的一切，以及我们迫切需要保护他们。人们可能不会听一个小 NGO 的-但是他们当然，听一棵树试图筹集他的捐款。 外滩团队与创意艺术家合作，向公众通报树木保护情况，并进行捐赠。这场运动最大的挑战是将它和谐地融入自然环境。这一点非常重要，因为竞选的核心是一棵柏林栗树。

树音乐会 | Tree Concert

案例简介：Describe the campaign/entry A proverbial question: If a tree falls and no one hears it, does it make a sound? Last year, an environmental group in Germany decided to flip this proverb on its head to ask a very different question. What if a tree makes sounds that everyone hears – would fewer trees fall? This turns out to be a practical question with an urgent purpose. Berlin, known as the greenest of Europe’s megacities with nearly 40,000 trees, was losing trees rapidly, with few funds for maintenance or protection. So the BUND, an association committed to preserving Berlin’s trees, set out to raise awareness of the tree loss and raise money for tree preservation. How? Through a pro-bono campaign that turned an old chestnut tree into a kind of street musician. Knowing that in early September the majestic tree at the entrance to Monbijou Park would begin dropping chestnuts, the team encircled the tree with a ring of polymer-membrane shapes that emitted beautiful lights and sounds every time a chestnut fell. Driven by national and international coverage, hundreds flocked to the weeklong Tree Concert. Those who couldn't make it could follow the music on www.treeconcert.de, Facebook, Google+, Twitter or YouTube. As chestnuts fell, donations rose 800% compared to the average month. And the music hasn't died. Together with a Berlin star-DJ the BUND produced an iTunes compilation of remixes from the chestnut sounds, with revenue continuing to fund tree preservation in Berlin. Describe the brief from the client In this pro-bono campaign, we set out to raise awareness of Berlin’s tree loss and increase donations to BUND for tree preservation. For this campaign, BUND was especially eager to reach the thousands of professionals who benefit so much from the city’s trees at lunchtime and during their commute but who rarely notice their leafy protectors. Indeed, they pay far more attention to Berlin’s rich culture of street performers. Results Reviews of the Tree Concert were glowing, from regional TV, print and radio to national feature articles and blog posts. Soon coverage extended to U.S. design blogs, African and French architecture blogs, and even Russian culture blogs. Up to 500 visitors came every day, while donations to the BUND jumped 800% in the month of the concert, compared to the average month. The campaign brought people and nature together in a way that has never been done before. It lead to a broad discussion and changed the way people perceive their city trees. Together with a popular DJ, BUND produced a remix compilation of the chestnut sounds. With its release on iTunes, more revenue will flow into the preservation of the city’s trees. Falling chestnuts, of course, are nature’s way of creating new trees, so it’s especially fitting that the pro-bono Tree Concert campaign is giving Berlin’s trees new life. Execution In September 2012 we transformed a 100-year-old chestnut tree in Berlin’s Monijou Park into a street musician. For him we built a unique instrument: a touch-sensitive membrane construction, tailor-made to fit the tree. Each impact of a falling chestnut produced an composition of sound and light. In harmony with the wind, the notes created an ethereal Tree Concert. We let journalists experience the concert first, and national and international coverage quickly followed. Every day for a week, hundreds attended the tree concert, read about the declining tree population, and donated money by texting “Tree.” Whenever someone texted their donation, the tree thanked with a personal message. Those who couldn’t attend followed the music on www.treeconcert.de, Facebook, Google+, Twitter or YouTube. And the music plays on. After the concert, together with a Berlin start DJ, the BUND produced an Tunes compilation of chestnut sounds. The Situation Trees are central to Berlin’s identity. Beyond providing shade and soaking up carbon, trees give the famous Berlin air its peculiar scent. The city’s tree population, however, is in decline: local authorities lack money for essential tree care. The trees are also suffering from storms and drought, insects and fungal infestation, as well as winter road salt. Each year, the number of trees that must be cut down in Berlin exceeds the newly planted by 2000. So the BUND, an association committed to preserving Berlin’s trees, needed to raise awareness of the tree loss and raise money for tree preservation. The Strategy Berlin’s trees are some of Berlin’s most important performers – giving shade, taking away Carbon, and perfuming the air. But their daily performances go largely unnoticed. So we decided to spotlight the performance of one tree, transforming its annual dropping of chestnuts into a full concert – a sound and light show that would transfix visitors and make them aware of all that Berlin’s trees provide and how urgently we need to protect them. People might not listen to a small NGO – but they surely listen to a tree that tries to raise donations by him. Partnering with a creative pool of artists the BUND team informs the public about tree preservation and generates donations. The biggest challenge of the campaign was to harmoniously integrate it into the natural surroundings. This is very important because at the heart of the campaign lies nothing more and nothing less and a Berlin Chestnut tree.

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树音乐会 | Tree Concert

暂无简介