Honda takes the high ground with a vertical bike

Demonstrating how the creative mindpower of ad people can be harnessed to better the world, this cool campaign out of Ogilvy Peru involved the development of an amazing tree-climbing bike. 

Indicative of the short-sightedness of environmental destruction, the practice of felling the aguaje trees to reach the fruit at the top of these tall palms has seen the annual destruction of more than a million trees in the Peruvian Amazon. 

The sought-after, vitamin rich aguaje fruit only grows on female trees, meaning their felling will eventually cause a reduction in fruit thus threatening the trade. So far it has also resulted in a barren area of forest equivalent to 800,000 professional soccer stadiums. 

Yasu Arakaki, CCO of Ogilvy Peru explained how the project came about: “we put aside the Honda chainsaws and used their motors to build the Vertical Bike, transforming part of the problem into the solution. This machine allows [fruit harvesters] to climb the 35 meters of the palm tree in just 30 seconds and is easy to transport through the jungle.”

The campaign video, directed by Francesca Danovaro through Canica Films, explains how the innovation also supports the indigenous Amazonians who have been fighting against the indiscriminate felling of aguaje palms. “Our people have settled on this land for many years, and we want to protect it," explains Mariluz Maurayari, Parinaris district community activist.