In recent years, the Amazon was portrayed as a distant problem. Increased deforestation rates and the rising number of wildfires were widely shown in news media, but always from a faraway perspective. Statistics and cold headlines only go so far in engaging the audience in the Amazon's cause, falling short when it comes to making people realize that the forest is closer than we think. The Amazon is not only the most important forest in the world — it is our home.

To bring people closer to the Amazon's cause, Coral created Amazon's Green, the first color model that changes according to the forest's health.

Using more than thirty years of data from Brazil’s National Institute for Space Research, we created a visual index that shows us Amazon’s current state of preservation using colors. Our algorithm translated changes in deforestation rates and relevant events into color parametric values, creating wall paints that anyone could use. Amazon's Green is one color, but with a new green tonality every week. We also created new shades of green for every one of the past thirty-five years, translating deforestation annual taxes into green percentages.

Good initiatives for the forest, such as decreases in deforestation rates and new investments in Amazon's preservation, made the green tonality get more intense. In the other hand, negative events such as higher deforestation rates and bad prognostics made Amazon's Green fade.

Amazon’s Green colors were available at more than 45,000 points of purchase in Brazil, reaching more than 2,000 cities in the country. The campaign sparked an increase of 57% in the interest in Coral’s shades of green. In Coral’s social channels, the campaign got an engagement rate almost 60% higher than the brand’s average.

The Amazon’s Green joined AkzoNobel’s extensive environmental program, which restored, reforested, and preserved more than 700,000 m², reintroducing more than 12,000 native species. It also contributed to the company’s goal of neutralizing carbon emissions by 2070.