The forest you can hear

France's forests cover 32% of its territory. WWF's Nature Impact programme had a precise objective: preserve 50,000 hectares and mobilise 70,000 people around concrete actions.

Everyone agrees the forest matters. Almost no one knows what to do about it on a Tuesday. So the brief inverted itself: not how to make people care, but how to make caring actionable.

With Garnier and WWF, we built a programme where every touchpoint converts passive sympathy into a certified gesture.

The A.R.B.R.E certification

A.R.B.R.E. is a five-letter framework — Adoptez, Repensez, Baladez-vous, Recensez, Ensemble — that turns forest stewardship into something learnable in ten minutes. Ten questions, five short films, one per letter. At the end of the journey, each participant receives a certification. Not a badge — a concrete proof of engagement, co-signed by Garnier and WWF. The format compresses a behaviour change programme into something anyone can finish on a phone, between two things.

The Marathon experience

Before the Paris Marathon, at the runners' expo, Garnier built a physical activation around a single sensory decision: let the forest speak for itself.

Bone conduction audio. No screen. No presenter. No intermediary — the sound arrives through the bones of the skull, leaving the ears open to the hall around it.The technology was chosen because it disappears. What remained was the forest.

It worked as a hook before it worked as a lesson. The sound is what stopped people at the stand — and what made them stay for the full 3 minutes rather than sample it and move on. Queues formed. Everyone who finished left with the certification.

70,000+ people mobilised. 3,000 certified. Now rolling out in new markets.