Future Forests to promote trees on TV

Future Forests, the company that plants trees to offset the carbon dioxide emissions of businesses to help them meet environmental measures, is to target individuals by selling trees 'off the shelf' as gifts for weddings, births, and other occasions. It is also making its first TV ad to promote the concept to consumers.

Earlier this year, the UK company hired Brandhouse WTS to help it evolve into a consumer brand. Brandhouse has designed a range of tubes to represent trees, each containing an ownership certificate and forest site map, for people to buy as gifts. Each costs around £25, and a tree is planted for each tube bought.

Some of the tubes are decorated in a generic bark design but there are also special edition tubes, such as an Andy Warhol and a Joe Strummer tube. More tubes are likely to be aimed at fans of celebrity supporters of Future Forests, who include Coldplay, Massive Attack, Leonardo DiCaprio and Cameron Diaz.

A deal with Virgin Megastores in the US will see the tubes stacked on racks beside the tills. Similar deals are being negotiated here with Virgin Megastores UK, Selfridges and Harvey Nichols.

A TV ad, Brandhouse's first, is in development, starring a group of famous musicians playing air guitar in a shadowy glade that turns out to be a forest of tubes.

Future Forests' corporate clients include O2, Avis, and Barclays Bank.

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