MINNESOTA FOREST INDUSTRIES:
HELPING FIGHT GLOBAL WARMING

Minnesota Forest Industries, an association representing the state’s forest products companies, sought to inform residents about the important role trees and forest products play in fighting global warming. We worked with MFI to develop an overall theme – Trees absorb carbon. Forest products store it. – and then developed unique ways of reinforcing those points.

MFI now refers to the tens of thousands of seedlings it annually gives away as “Carbon Sponges” and also distributes real sponges with the theme and Carbon Sponge logo printed on them.

The concept was further extended through the creation of an animated Carbon Guy, who serves as a memorable spokesperson to inform children (through colorful posters in K-12 classrooms) and everyone else (through brochures and a TV spot running statewide) about the role Minnesota’s trees, wood and paper play in helping the environment.