Campaign to Plant More Trees in NYC Begins by Tagging Everything That Isn’t One

'Let's change that'

OK, it's time to play "Tree, Not a Tree."

New York City has so few trees that people there might have forgotten what a tree is, exactly. At least, that's the tongue-in-cheek idea behind the New York Restoration Project's new campaign from ad agency Tierney.

The effort involves tagging objects around the city (especially in low-tree/high-traffic neighborhoods) with labels that read, "Not a Tree." Accompanying text says, "There aren't enough trees in the city. Let's change that," along with the URL.

"Yes, a Tree" tags will go on saplings planted as part of NYRP's MillionTreesNYC project. Text on those reads, "Thank you. This is exactly what our city needs."

The campaign also includes more traditional media, including TV, radio ("That little red thing on the sidewalk that dogs like to tinkle on? Not a tree"), print, billboards and online quiz banners. It runs May through June, which is prime planting season.

The New York Restoration Project, founded by Bette Midler, is recruiting New Yorkers as volunteers for MillionTreesNYC, which hopes to plant 1 million new trees by 2017.

More images and credits below.

Client: New York Restoration Project

Agency: Tierney, Philadelphia
Executive Creative Director: Patrick Hardy
Creative Director, Copywriter: Andrew Cahill
Art Director: Tracy Shinko
Agency Producer: Tom Adjemian
Editor: Aaron Hann
Project Manager: Ben Wollman
Account Director: Rick Radzinski

Postproduction: Shooters, Philadelphia
Producers: Rebecca Lyons, Matthew Licht, Eileen Dare
Colorist: Janet Falcon
Sound Engineers: Bob Schachner, Mike Taylor

Radio: Mister Face, division of Sound Lounge, New York
Executive Producer: Michael Schmidt
Producer: Torria Sheffield
Recording Engineer: Collin Blendell