Oregon Forest Industries Council
For the Trees Brand Campaign + VR Experience
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The Oregon Forest Industries Council (OFIC) represents forest landowners and manufacturers working across 6 million acres of forestland. In 2021, a major policy shift—Oregon’s Private Forest Accord—demanded a new public narrative: one that could bridge policy, public perception, and the lived values of sustainable forestry.
Strategic Messaging
I developed the central campaign tagline, “For the Trees,” which reframed the timber industry’s message around shared values: environmental stewardship, local livelihood, and legacy. This phrase anchored the campaign’s narrative across every touchpoint—from commercials to social.
Account & Project Management
As the original account manager, I stewarded OFIC’s relationship with our agency, overseeing internal and external teams, budgets, and deliverables. I guided the rollout of a multi-channel campaign that included a TV spot, explainer videos, OOH and display ads, and print collateral.
Innovation Through VR
To push the campaign beyond passive media, I conceived the idea of a virtual reality forest experience that would allow the public to “step into” sustainable forestry. I sourced and secured a specialized partner, helping to design an immersive VR journey that brought audiences inside Oregon’s working forests at public events.
The “For the Trees” campaign reignited public interest and trust in the timber industry. It succeeded in shifting sentiment by emphasizing the harmony between ecological care and economic contribution. The VR experience in particular became a memorable centerpiece at community events, offering a visceral, first-person perspective on land management few Oregonians had ever encountered.
