Virgin Radio / WWF: The Deforestation Beat

Virgin Radio and WWF Romania launch The Deforestation Beat campaign. The beat, which is the actual pace of virgin forests getting cut down, is the rhythm to which famous artists reworked their songs to remind listeners that every 1.2 seconds a tree is being cut and ask them to get involved. Romania has the last remaining virgin forests in Europe, but 10.000 SQM of these virgin forests disappear every hour. If you do the maths, this means that a tree is being cut down every 1.2 seconds. Virgin Radio invited Romania’s most famous artists to use this beat 'The Deforestation Beat' in their songs and artists were not shy to join the cause. Agency: McCann, Bucharest