In order to denounce the risk to life in the face of uncontrolled devastation and exploitation within Brazil’s forests, with the constant increase of deforestation and fires responsible for the destruction of entire biomes, a Jatoba, one of the many native species threatened with extinction, is seeking asylum in embassies of foreign countries as it felt threatened in its territory of origin.

The trees of the Amazon – as well as of other Brazilian biomes – are under threat. The term, refugee, is defined by the United Nations High Commissioner of Refugees (UNHCR) as any living being who is out of their country of origin due to well-founded fear of being persecuted as well as due to serious and widespread violation of rights and conflicts. The Jatoba fits the requirements. The campaign aims to provoke a global mobilization to stem the rapid increase of attacks on the world’s largest rainforest, as well as emphasize the need to strengthen sustainable management in the region.

WARC Creative 100/ Gunn Report 2023
Listed as one of the most awarded campaigns in the world (#56)