Asociación Reforesta

Ugly Data Sweater

Agency: Proximity


The fires in Spain devastated over 300,000 hectares in 2022, making this the year when the largest area of forest of the past 25 years went up in flames. To prevent the 2022 forest fire data from being forgotten, and remind us that we need to take care of forests all year round, Proximity, experts in data and how to use them to generate creative ideas, has taken advantage of the Christmas season - and more specifically, a global icon of this time of year, i.e. the typical Christmas jumper - to launch the “Ugly Data Sweater” initiative, along with the NGO Reforesta. A Christmas jumper with a message, where the snowflakes are fire, the fir trees have been burned to ashes and the reindeer are fleeing from the flames. Nothing is random in this sweater. Each of the decorative elements that appear in the jumper has been designed based on the data surrounding the forest fires that occurred in Spain over 2022:  

This professional campaign titled 'Ugly Data Sweater' was published in Spain in December, 2022. It was created for the brand: Asociación Reforesta, by ad agency: Proximity. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.



AGENCY TEAM: Each and everyone of the people who are part of Proximity have participated in this campaign.


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