Media Kit Curation | News Release | Campaign Content Creation
Canon’s focus on innovation and environmental responsibility gave me the ideal foundation to build something both playful and purpose-driven. This CSR project challenges artificial holiday traditions—literally—through a sustainability-focused campaign. From the initial 4Cs and creative brief to the final news release, opinion piece, fact sheet, and tagline mockup, I crafted a media kit designed to shift habits, not just headlines.
Where Are Pines?
see beyond the tree
Where Are Pines? is a holiday campaign designed to help people swap artificial traditions for something more intentional: discovering their own “pine,” capturing it on camera, and sharing it as part of a nationwide challenge.
At its core, the campaign aims to reduce the carbon footprint of holiday celebrations by motivating eco-conscious behavior through creativity—not guilt.
With the incentive of winning a new Canon PowerShot G7 X Mark III and free access to an exclusive masterclass, the campaign transforms holiday content into climate-conscious action.
This isn’t just about trees. It’s about capturing change—and making it look good, too.
I. 4Cs and Creative Brief
4Cs and creative brief helped me get clear on what Canon stands for and where this holiday campaign could take root. That early work helped me build the framework and stay focused on the main goal: making sustainability feel real and relevant.
II. Tagline Billboard
With the strategy set, I moved on to the billboard. The pine tree is central to this campaign, so I used a natural landscape that also speaks to environmentally conscious consumers. The words “see beyond” sit just above the pine line in the background, grounding the message both visually and conceptually.
III. News Release and Opinion Pieces
These two worked hand-in-hand: one announced the initiative, the other gave it weight. Started with the news release to introduce the challenge and the environmental vision behind it, as to give media outlets a clear, structured pitch. Then the opinion piece dug deeper, challenging a long-held assumption and unpacking the real environmental cost of artificial trees.
IV. Fact Sheet
This one-page fact sheet pulls everything together—concise, direct, and designed so you can grasp the whole campaign in under a minute. It lays out the core message, how to join, and why it matters, all while tying back to Canon’s sustainability vision for the next generation. With everything in place, the full kit is now ready to meet the media outlets.
