Natura: The Amazon Greenventory
Natura tasked Africa Creative DDB São Paulo with proving that a standing forest is more valuable than a cut one. They needed to engage Amazonian communities in sustainable harvesting to secure their supply chain while meeting ambitious 2030 conservation goals. The challenge was overcoming the immediate economic pressure on locals to participate in deforestation by providing a viable, long-term bio-economy model.
Creative Idea
AI-powered drones mapped the forest to turn standing trees into a profitable digital inventory.
Natura used AI-powered drones to map the Amazon's biodiversity at unprecedented speed, turning the invisible value of standing trees into a tangible inventory that empowers local communities to choose sustainable harvesting over deforestation for immediate profit.
Mapping Thirty Thousand Trees From The Sky
A quarter century of work in six months
The technical feat of the Greenventory redefined conservation efficiency. By deploying high - tech drones equipped with AI prompts, the team mapped 400 km² of the Amazon in just six months. Using traditional ground - based methods, this task would have taken 25 years. The AI was so precise it could differentiate between tree species that appear identical to the human eye, ultimately identifying 30,000 trees with specific cosmetic and industrial potential.
From digital coordinates to local income
This was not merely a data exercise but a logistical lifeline for agro - extractive communities. The project provided locals with precise geographic coordinates for ingredients like açaí, andiroba, and ucuuba. By knowing exactly where and when to harvest, communities avoided ecosystem damage while securing a stable livelihood. Natura reinforced this by committing to purchase 100% of the production from these mapped areas, proving the "win - win - win" cycle of the circular economy.
Shifting the global economic paradigm
The campaign’s impact extended to the World Economic Forum, where it served as a blueprint for a sustainable bio - economy. Beyond environmental metrics, the initiative drove significant business growth, with Natura’s digital sales in Brazil increasing by 23.6% during the period. While the project faced some "greenwashing" skepticism in professional forums, it sparked a vital industry debate regarding the role of corporate branding in environmental data collection. Led by Chief Creative Officer Sergio Gordilho and Director Daniel Klajmic, the production involved a massive collaborative effort between Africa Creative DDB, Pródigo Filmes, and Halley Sound to turn a "green capital" ledger into a global movement.
Creative Strategy Deconstructed
Company
Natura's deep expertise in Amazonian bioactives and long-standing commitment to regenerative supply chains.
Category
Cosmetic brands often focus on finished products while ignoring the complex, destructive realities of raw material sourcing.
Customer
Local communities who feel forced to cut down trees for survival due to a lack of economic alternatives.
Culture
Growing global pressure for corporate accountability and the urgent need for scalable, tech-driven climate solutions.
Company
Natura's deep expertise in Amazonian bioactives and long-standing commitment to regenerative supply chains.
Category
Cosmetic brands often focus on finished products while ignoring the complex, destructive realities of raw material sourcing.
Strategy:
Transform environmental preservation from a moral obligation into a measurable, high-efficiency economic asset for local stakeholders.
Customer
Local communities who feel forced to cut down trees for survival due to a lack of economic alternatives.
Culture
Growing global pressure for corporate accountability and the urgent need for scalable, tech-driven climate solutions.
Strategy:
Transform environmental preservation from a moral obligation into a measurable, high-efficiency economic asset for local stakeholders.
Results
The campaign achieved significant environmental and social impact, including 400km² of forest more protected and 46,000 people benefited. The technology identified 54 different bio-ingredients and cataloged 30,000 new trees. The project included 10,000 families in the sustainable supply chain. Natura committed to preserving 3 million hectares of the Amazon by 2030. The initiative received global recognition, being featured in Forbes, CNN, and presented at the World Economic Forum as a model for the global bio-economy.
400km²
Amazon forest protected
46k
people benefited
3M
hectares preserved by 2030
Strategy Technique
Build an Utility, Not an Ad
Instead of just talking about conservation, Natura built a functional digital infrastructure that provides real-time data to local harvesters, making sustainability profitable.
Explore Technique
Creative Technique
Technology
It utilizes high-capacity drones and AI canopy-mapping to solve a logistical impossibility, transforming raw data into a functional tool for environmental preservation.
Explore Technique
Craft Breakdown
The campaign excels by bridging the gap between high-end aerospace technology and grassroots environmental preservation through a functional digital tool.
The integration of AI-driven drone mapping to solve a 25-year logistics problem in 6 months is a remarkable technical feat.
The 'Greenventory' UI design effectively visualizes complex data in a way that feels both modern and accessible.
The synergy between advanced data collection (Technology) and the practical application for local workers (Media Planning/UX) creates a closed-loop sustainable system.
