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Category
Out of Home for Good
Annual ID
OS24_OH087M
About the Work
Tree pollen is the leading cause of seasonal allergies in the US, impacting over 30% of Americans.
Claritin identified one pollen-producing culprit that not many experts were talking about: Male trees. Turns out, male trees produce allergenic pollen, whereas female trees don't. They absorb it. Despite this, a 1949 USDA recommendation advised cities to plant male-only trees to avoid the cleanup that comes from fruit-bearing female trees. This has led to a botanical imbalance, resulting in an increase in pollen-levels, and record-high cases of allergies.
Claritin, the leader in allergy-relief, decided to take a stand, and not just relieve allergies, but help prevent them. Our goal was to create allergy-fighting spaces by planting and delivering female trees across America, raise awareness about this problem for allergy-sufferers, and provide policymakers and city planners with data they didn’t have in the past, making them rethink the way they build cities in the future. With the simple act of planting female trees, Claritin showed that a pollen-free future is possible.
In the first of the program, over 200,000 female trees planted, reducing pollen levels by 25%. The brand saw a +255% lift in branded searches for “Claritin” and “Fighting Pollen”. Over+6.5 million sq. Ft allergy-fighting green spaces have been created.
Claritin identified one pollen-producing culprit that not many experts were talking about: Male trees. Turns out, male trees produce allergenic pollen, whereas female trees don't. They absorb it. Despite this, a 1949 USDA recommendation advised cities to plant male-only trees to avoid the cleanup that comes from fruit-bearing female trees. This has led to a botanical imbalance, resulting in an increase in pollen-levels, and record-high cases of allergies.
Claritin, the leader in allergy-relief, decided to take a stand, and not just relieve allergies, but help prevent them. Our goal was to create allergy-fighting spaces by planting and delivering female trees across America, raise awareness about this problem for allergy-sufferers, and provide policymakers and city planners with data they didn’t have in the past, making them rethink the way they build cities in the future. With the simple act of planting female trees, Claritin showed that a pollen-free future is possible.
In the first of the program, over 200,000 female trees planted, reducing pollen levels by 25%. The brand saw a +255% lift in branded searches for “Claritin” and “Fighting Pollen”. Over+6.5 million sq. Ft allergy-fighting green spaces have been created.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Chicago
PR / Marketing Agency
Coyne PR
twelvenote
Music / Sound Production Company
Canja Audio Culture
Associate Creative Director
Josh Parmenter
Abigail Chieppa
Chief Creative Officer
Josh Gross
Pedro Perez
Chief Strategy Officer
Larry Gies
Copywriter
Bethany Berg
Creative Director
Ricardo Salgado
Murilo Santos
Jenna Nussbaum
Director
Max Moore
Editor
Rafael Braga
Executive Creative Director
Susan Treacy
Allison Hayes
Andrea Siqueira
Motion Designer
Anna Gainer
Strategy Director
Austin Anderson
CCO of North America
Luiz Sanches
Chairman / Chief Creative Officer
David Lubars
Director / Director of Photography
Flynn Drew
Global Group Creative Director
Doug Malcom
Junior Strategist
Monserrat Vazquez
Senior Copywriter
Lucy Butka
Senior Designer
Tess Barnes
Senior Producer
Valerie Bonner
Account Director
Amanda Nieman
Client Service Director
Katie Clow
Colorist
Paul Galati
Ken Wald
Content Capture - Drone Operator
Nick Arnold
Director of Creative Services
Erin Welsh
Director of production
Jeff Davis
Director of Project Management
Caroline Helms
Director of Studio Production
Mitch Monzon
Director of Unified Production
Matt Scoville
Executive Director of Music
Daniel Kuypers
Global Category Brand Leader, Allergy
Pablo Erbessd
Global Chief Marketing & IT Officer
Patricia Corsi
Group Account Director
Malena Garcia
Group Director, Integration Strategy
Leah Gritton
Head of Production
John Pratt
Innovation Director
Casey Campbell
Junior Social Strategist
Jennifer Jasso
Managing Editor
Casey Cobler
Marketing Consultant
Alice Hirsch
Multicultural Market, DEI Lead
Carla Eboli
NA CH Marketing Excellence
Jeff Jarrett
President & CEO
Jeff Adkins
Senior Account Executive
Nic Colvin
Senior Director, Strategic Comms, Brand PR, Social & Influencer
Danielle Goonan
Sound engineer
Ben Treimer
SVP, Global Marketing Head
Reese Fitzpatrick
US Brand Marketing Director, Allergy
Kelly Davies
VP, Brand Integration, PR, Social & Influencer
Denise Vitola
VP, Global Allergy
Trevor Thrun
VP, US Allergy/CCSF, GM
Catherine Vennat
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