CreativityCampaign to Plant More Trees in NYC Begins by Tagging Everything That Isn’t One'Let's change that'By Tim Nudd|May 12, 2014 ShareBy Tim Nudd|May 12, 2014 Share 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 NotATree.org 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. CREDITS 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 Adweek Adweek