Campaign details

Brand: Boranka (Paint it back)
Brand owner: Scout Association of Croatia
Agency: Imago Ogilvy
Country: Croatia

Executive summary

When fires happen, everyone joins in to save forests, but after the fires are extinguished, burned-down forests remain forgotten. Croatia has faced many devastating wildfires in the past years, so the Scout Association of Croatia decided to help revitalise the fire-struck areas by organising a volunteer-led reforestation.

In the era of Facebook likes and shares, the project’s main challenge was to find a way to motivate the general public to actively participate in an afforestation campaign.

The strategic approach was to provide people with a unique tangible tool – Boralica (crayons made from the ashes of forest fires) – and a website that helped them influence the planting of real trees on fire sites.