Client: Greenpeace Middle East - Agency: Digitas Dubai - Role: Senior Art Director
The Lebanese cedar, or the Arze, is the country’s biggest symbol of pride and patriotism. It’s described in scriptures as the "the glory of Lebanon" and cited in poetry as “the most famous natural monuments in the world.” The century-old tree is printed on the national flag, documents, car plates, façades, street art, team jerseys, tattoos, and literally everything. But whilst cedar illustrations can be found everywhere, actual cedar forests are vanishing by the minute and climate change is to blame for that. In fact, the remnant cedars cover only 3 percent of the country, or 17 square kilometers, making the tree harder to find in nature than on walls, wallets, Lira bills and so forth. With this in mind, we decided to create an innovative payment solution: ArzePay. A brand, commerce experience that turns every tree illustration into a form of fighting extinction. By using machine learning technology, the web-app uses the built-camera from any device (phones, tablets, etc) to scan any Arze illustration and transform it into a donation gateway. So, people can donate and help save the Lebanese cedar with just their device. Making the platform essentially like ApplePay, but for the cedars, and transforming every Arze illustration into a reminder to donate and help save the actual trees.
