The United Arab Emirates government reached out to the "more intelligent inhabitants of this planet" with a creative guerrilla campaign celebrating Earth Day 2008. The campaign reminds us that there will be nothing left "to weep for" if we do not act responsibly and try to save Mother Earth in every little possible way.
The campaign features posters depicting a tree trunk with a tissue coming from a slit in the middle, with the tree appearing to say, "Don't wash your hands off me." The campaign was utilized on highly visible trees, theatre toilets, restaurant washrooms, and the lounge areas of two international airports.
The campaign was created by PP & B Advertising, Dubai with creative directors Jimmy Arujo & Sandesh Shevade and art directors Abhijit Vichare & Sudhakar Tandalekar.