Last year, OgilvyAction created an instantly recognisable and engaging icon for Siemens at the 17th Conference of the Parties (COP 17) – that encapsulates the company’s key proposition – “Enough for all for generations to come.”
The agency was briefed to create a symbol that would attract the attention of the world’s media and visiting COP 17 delegates and demonstrate Siemens’ proven technology solutions in the field of renewable energy. The conference was held in Durban, South Africa, so OgilvyAction’s solution had to be rooted in African culture and position Siemens as a catalyst for hope and action.
In response to the brief, the agency built a 15m tall Baobab Tree made from reclaimed materials. The iconic Baobab Tree, also known as “The Tree of Life,” represents wisdom and longevity. The structure of the tree was designed and made by South African constructionist, Daniel Popper. It was transported in parts to Durban beach where it was pieced together across four weeks from reclaimed materials like wood. The tree was decorated with thousands of lights powered by sustainable energy.
The tree ‘site’ became the unofficial broadcast point for many local/international media and news outlets with reporters using it as a backdrop for their reports. A special hashtag (#mycommitment) was devised for the event and trended worldwide in over 10,600 tweets throughout the duration of the campaign. A total of 30,170 people visited the tree.
