Alberta Forest Products Association
Love Alberta Forests
Changing Albertans’ perception of forestry.
Alberta Forest Products Association has been effective at engaging its member companies but needed to make inroads with the general public.
Berlin created a sister brand, Love Alberta Forests, to focus on public education and engagement while the main AFPA brand continues to focus on members. In the year we launched, the campaigns boosted positive perception of the forest industry by 10%, and we've kept that trend going ever since with new campaigns and interactive experiences each year, including an international award-winning virtual forest tour narrated by Nathan Fillion. Yes, THAT Nathan Fillion.
What we did
Branding + Design
Strategy
Advertising Campaign
Interactive + Digital
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