Rustle

Linas Migonis, Creative Director Jurgis Ramanauskas, Head of Art Jolita Galamb, Creative Art Director Laurynas Rėčkus, Creative Copywriter Inga Gvasalia-Tarasonienė, Senior Account Executive Kristina Kukarevičiūte, Account Executive Some films, Video production Titas Sūdžius, Director Ieva Javaitytė, Producer Olga Radčenko, Producer Simonas Glinskis, Cameraman Vitalijus Puziriovas (Vaiper), Music production Žygimantas Kudirka, Artist and performer Vytautas Miškinis, Author of the choral arrangement Boys' and Youth Choir ”Ąžuoliukas”

When Lithuania's Deposit System Administrator (USAD) enabled people to donate bottle deposits to the Ancient Woods Foundation, we faced a challenge: how to stand out among various charity options at reverse vending machines (RVMs). Our creative solution leveraged the dual meaning of "rustle" – both money and leaves rustling in the wind. We invited people to exchange their deposits not for cash, but for forests and the biodiversity they sustain. The campaign centered around an original song collaboration between a boys' choir and a popular rapper, showcased in a nature-filled music video. We amplified this through integrated marketing including digital platforms, outdoor advertising, and innovative touchpoints like a "singing" RVM that appeared at major national events. Special elements enhanced the donation experience: recycled plastic bags for influencers, RVM stickers visualizing how many bottles equaled forest area saved, and custom receipts thanking donors for exchanging deposits for rustling forests. Results exceeded all targets: €170,000+ raised (versus €100,000 goal), 28+ hectares of ancient forest protected (versus 10 hectare goal), 1.2M video views, 2.6M reach, and 11.5M impressions. The campaign's song even reached Lithuania's top music charts and received a nomination for the Lithuanian Music Awards.