Description
“The Missing Part”, a new awareness and fundraising campaign from Aktion Baum timed to coincide with Tag des Baumes (Tree Day) 2026. The campaign confronts audiences across Germany with a disarmingly simple question: Do you notice what's missing?
Walk through any German forest today, and the landscape tells a sobering story. Where tall, healthy trees once stood, countless bare stumps remain — silent remnants pointing skyward, stripped of their crowns by drought, bark beetle infestation, and the accelerating effects of climate change.
“The Missing Part” turns this familiar, often overlooked sight into a powerful call to action. The campaign's visual concept places striking photography of real tree stumps at its centre, with the upper portion of each image occupied not by the missing tree, but by the campaign's core message, rendered in bold, bark-textured typography: “Did you spot what’s missing here? Your help, for sure.”
The space where the tree should be becomes the message itself. What is missing, the campaign argues, is not just the tree — it is the public's contribution to replanting it.
This professional campaign titled 'The Missing Part' was published in Germany in April, 2026. It was created for the brand: Aktion Baum, by ad agency: FRASER. This Digital and OOH Outdoor media campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 21 minutes ago by MD Creation & Partner: Fernando Barbella of FRASER .
Credits
Advertising Agency: FRASER
Client: Aktion Baum
