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Nespresso is playing its part in reforestation efforts with a pledge to plant a tree every time someone watches its latest ad.

‘This Ad Plants Trees’ sees the coffee brand offer a literal answer to deforestation with every view translating into a donation to fund tree planting, with a minimum of 136,217 trees set to be planted as a result.

As part of the broader ‘Everyday Acts’ initiative, the green-fingered promotion dovetails with Climate Week to showcase the everyday acts consumers can take to protect the planet.

Delivered in conjunction with adtech company Good-Loop, the campaign will cover all costs related to the nursery of saplings, transportation of seedlings, planting, guarding and ongoing protection. To drive hits, a live counter keeps track of views in real-time, enabling viewers to see precisely how many trees are to be planted.

Amy Williams, chief executive and founder of Good-Loop, said: “Addressing the climate crisis is going to require unprecedented levels of collaboration and what I love most about this campaign is that Nespresso is planting trees in collaboration with their consumers.

“Every time someone chooses to engage with their brand, this creates a moment of shared endeavor, where the value of this time and attention is harnessed to fund tree planting around the world.”

The campaign is running now throughout the UK, with media planning conducted by Zenith.