Trick or Tree?

Every Halloween, we celebrate fear — monsters, ghosts, and things that go bump in the night. This year, Aktion Baum (a German NGO with a vital mission: to prevent further forest decline) used this opportunity to invite people to face a real horror story — the silent disappearance of Germany’s forests (one-third of the country is covered by forests, over 79% of which are diseased).

This tactical campaign uses the familiar language of Halloween — eerie visuals inspired by classic ’80s VHS aesthetics — to create impact. With witty headlines, it makes the audience reflect on a chilling possibility: a world without trees.

The campaign aims to spark an emotional reaction that moves viewers from fright to action — donating, planting trees, or joining Aktion Baum’s reforestation programs.