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Special Project

Special Project
From the 8th Annual Shorty Impact Awards

Tree Parenthood

Finalist in Integrated Campaign, Technology


Campaign goal was to increase likeability and preference for Felix Mobile as both an eco-friendly as well as an affordable and accesible mobile plan, in pursuit of its goal of donating 1,000,000 trees on behalf of their customers.

Strategy and Execution

As a leading carbon-neutral mobile phone service that planted a tree per month for every active customer, our strategy was to shift Felix from a values-led approach to a value-led position that called out the plan’s affordable price point and unlimited talk, text and data offering. In the eyes of the consumer, the two combined (values + value) would position Felix as the most fulfilling mobile plan in the crowded Australian market. By saving money and helping the planet, Felix mobile fulfils its customers more than any competitor. This is strategically necessary for business growth because brands essentially grow through penetration, not loyalty. And for Felix to grow, it needs to steal customers from other telco brands, including those with little or no green credentials, and often cheaper price points.

Felix is the mobile plan that plants one tree for every month you’re with them, which technically makes users tree parents. So, with the help of dozens of mischievous animated baby trees, the campaign showed Australians how a mobile plan can make the world a better place.


The campaign saw an impressive 28% lift in new customers, plus a 22% YoY increase in ad recall on Meta and 20% better OOH recognition. By far the biggest achievement of the campaign was Felix reaching its primary goal (set at launch in 2020) by donating its one millionth tree in May 2023.


Video for Tree Parenthood

Entrant Company / Organization Name

Paper Moose, Felix Mobile


Entry Credits