Case study

Greening Australia – The Money Tree

Drive a new conversation about conservation, flipping the economic versus environmental debate.


Greening Australia wanted to drive large-scale brand awareness for its 40th anniversary, while also starting a conversation among Australians about the importance of investing in the restoration economy. To bring this concept to life, we created The Money Tree in partnership with Bank Australia. We worked with a local artist to create a life-sized tree made of recycled coins, which was erected in the heart of Melbourne’s CBD at State Library Victoria for a week.

Round Table + White Paper
Targeting environmental media and positioning Greening Australia as a thought leader in the space, we also partnered with AstraZeneca to bring thought leaders from across the environment and finance industries for a roundtable discussion with select environment media. Leveraging the insights shared, we developed a White Paper that was then used to pitch to media across the country.

Content development
To capture the journey of The Money Tree from concept to reality, we utlised our in-house content team to storyboard and script a campaign video and capture images. These assets were then included in a content-rich media kit that ensured we secured strong coverage across broadcast, print and online outlets.



  • Coverage across top-tier platforms with 100% key message retention
  • Total earned reach of 790,655
  • Significant boost in website traffic to the campaign landing page
  • Development of long-lasting owned assets including campaign hype reel, White Paper, photography and interviews with key campaign stakeholders