Musician Dave Matthews is a nature advocate and a maker of wine. This campaign raised awareness and funds for The Wilderness Society, a forest preservation group dear to Dave and his Dreaming Tree Wines partners.

Knowing Dave Matthews Band fans share his love of nature and wine, we launched a social media campaign inviting concert-goers and fans to share their favorite places in nature by “planting a virtual dreaming tree” while at a concert or at home online. For each virtual tree planted, a real one was planted, too.

More than 650 concert-goers participated, nearly 10,000 live tree saplings were planted, the band donated $1M, and fans added tens of thousands to the pot.

[Concept, content strategy & copywriting]

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