TreeHugger, the leading green site on the internet, advocates for living a simpler environmentally-friendly lifestyle and practices its preaching with a minimalist design sensibility. The brand's various icons, including hero tree logo, are simple as well as Spanish Modern Art inflected. When the need for an on-air spot promoting the site's growing Gift Guide vertical, we spotted the need for a TreeHugger Gifts icon. So we reached out to the lushly talented Federico Slivka Lederer to get our fix. He came back with something that blew our hemp socks off: gift box bow made out of the top of the TreeHugger hero tree -- we think deploying an exclamation point or two here is justified, so please allow us to add: !!!!!!!!!! The rest of the creative fell into place from there. Next challenge up: how to deliver a spot worthy of the brand's elegant aesthetic, but (you know what we're going to say) on a budget...

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