The 1951 Refugee Convention defines a “refugee” as “a person who is outside his/her country of nationality or habitual residence; has a well-founded fear of persecution because of his/her race, religion, nationality, membership in a particular social group or political opinion; and is unable or unwilling to avail himself/herself of the protection of that country, or to return there, for fear of persecution.” Millions of people are defined as such and, more recently, some members of flora or fauna find themselves in the same situation. This is the case of Rang-tan and Jag-wah, an orangutan and a jaguar that were forced to leave their natural habitat due to deforestation.

In a campaign by ad agency Africa for Climate Reality Project Brasil, people can see for the first time a tree seeking asylum because it feels that its existence is threatened if it stays in its territory of origin. A Jatoba, one of the many endangered native species threatened with extinction, unveils its drama, which is captured by the agency in a one-a-half-minute-long video.

The short video, which is also supported by an online platform, tells the story of the “Refugee Tree.” The Jatoba is presented as an untouched tree in a completely burned forest. The tree embarks on a mission to call for the world’s attention; it travels on water and on land having as means of transport ships, cars, and even a train, but it also travels “by foot,” arriving, in the end, in front of an embassy.

Actually, the asylum request was made at the opening event 24 Hours of Reality: Countdown to the Future, by Climate Reality Project, with the film produced by Hungry Man and directed by JC Feyer, and was sent to more than fifty embassies. The video’s dramatic scene ends with a message from the NGO asking the world to help save the Amazon, otherwise, in 15 years, it “will no longer be a tropical rainforest. Never again.”

The NGO’s initiative is also supported by GT Infrastructure and Social-Environmental Justice, a group of 40 organizations that operate directly in the territory; by IMAZON, a non-profit research institution with a mission to encourage sustainable development in the Amazon; and Engajamundo, a network of young people who work on promoting political engagement as a means of transforming reality.

“Our environment is under attack by people and structures that are supposed to protect it. We need to draw attention to the ongoing tragedy and mobilize far beyond the international community to reverse this scenario”, said Renata Moraes, Manager of Climate Reality Brasil.

Engajamundo further underlines the project’s importance: “The Amazon has been crying out for help for years. The refugee application symbolizes not only the survival of this and other lifeforms that are essential for this planet, but also the struggle of the various indigenous tribes such as the Ribeirinhos and Quilombolas, among many others that live in the Amazon fighting to protect the forest and its territories. This action reveals the urgency of mobilization at a national and international level, as well as the need of reinforcing the fight of natives and locals who maintain a sustainable relationship with the Amazon.”

By comparing the tree with the “refugee” term, the NGO aims to spark global mobilization around the increase of attacks on the rainforest. Also, the team behind the initiative wants to invite people to sign a petition to stop deforestation within the next five years, a goal based on the “5 Emergency Measures to Fight the Deforestation Crisis in the Amazon.”

Credits:

Client: Climate Reality Project Brasil

Agency: Africa

Chief Creative Officer: Sergio Gordilho

Executive Creative Directors: Felipe Cury, Philippe Degen

Creative Directors: Greg Kickow, Felipe Cirino

Art Directors: Caio Gandolfi, Thiago Andrade

Copywriters: Diego Ferrite, Giulio Beloto

Designers: Greg Kickow, Marina Cota, Thiago Andrade

Special Projects Creative Directors: Monique Lopes Lima, Juliana Leite

Special Projects: Lica de Souza, Fernanda Segura, Fernando Alonso, Isabela Levy

Sustainability & Institutional Relations: Raphael Vandystadt

PR: Fabiana Antacli, Carina Miranda

Chief Technology Officer: Fabio Palma

Digital Production Director: Fernando Tolusso

Adtech Director: Vinicius Canola

Creative Technologist: Valerio Oliveira

Project Manager: Leonardo Gomes

Agency Producers: Rodrigo Ferrari, Tais Olhiara, Fernanda Segura

Production Company: Hungry Man

Director: JC Feyer

Managing Partner: Alex Mehedff

Executive Producers: Renata Correa, Rodrigo Castello

Business Affairs: Iris Gil

Creative Executive Director: Fabio Pinheiro

AD / Production Director: Gustavo Morozini

Director of Photography: Gabriel Bianchini

Head of Production: Luciana Martins

Production Coordinator: Derbiz Lemes

Head of Post Production: Rodrigo Oliveira

VFX: Miagui / Warriors VFX

Post Production: Hungry Man Team

Editors: Vitor Amorim / JC Feyer

Color Grading: Marla Colour Grading

Illustration and photo assembly of the root: Miagui

Miagui Client Services: Cristiana Frank, Daniela Sostisso

Management: Diego Batista, Jessica Rodrigues

3D Direction: Carlos Kulpa, Cassio Braga

2D/3D Animation: Fagner Nogueira, Luis Felix

Modeling: Fagner Nogueira

Lookdev: Fagner Nogueira, Luis Felix

Post-production: Douglas Liell

Music Production Company: DaHouse Audio

Music Production: Lucas Mayer, Silvinho Erne

Handsaws: Tomas Oliveira

Sound Design: Niper Boaventura, Rodrigo Deltoro

Executive Producers: Cassiano Derenji, Lari Miranda

Amazon Photos: Caio Guatelli