Services provided
What
Žalgiris, a renowned sports organization, approached us with an ambitious goal: to develop a long-term initiative focused on promoting green solutions. The initiative aimed to inspire and empower local communities in smaller cities to adopt greener practices in their households and neighborhoods, starting with a pilot campaign designed as a kick-off to encourage actionable steps toward a more sustainable lifestyle. One of the main challenges was reaching Žalgiris' target audience—primarily older residents of smaller cities—who are conservative yet value energy independence, and are open to meaningful changes.
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Insight
To overcome these challenges, we needed to create an initiative that felt personal and engaging, while connecting to a larger national issue. The key task was to make the campaign interesting, unifying, and entertaining, allowing the target audience to feel that they were participating in something purposeful. Since energy independence and climate change are topics that resonate on a national level, the project was aptly named Žalioji Tribūna (The Green Tribune). Given Žalgiris' strong reputation as a unifying force in Lithuania and its existing efforts toward a greener future, the organization was perfectly positioned to lead this initiative. Additionally, the natural connection between sports and green, healthy lifestyles made Žalgiris an ideal ambassador for promoting sustainable practices in a way that resonated with the target audience.
Concept
Our strategy focused on creating a campaign that resonated locally and connected with people in a tangible way, rather than relying solely on media like banners or TV. To engage our key audience directly, we decided to bring Žalioji Tribūna to life by organizing live 3x3 basketball games in four selected cities, taking the green energy conversation out of Kaunas and into the communities where it would have the most impact. The core idea behind Žalioji Tribūna was to create a platform—both physical and digital—where people could share their efforts and stories around green solutions. From a sports perspective, it also acted as a community space where green-minded fans could gather, participate in the movement, support the cause, and celebrate collective victories. This blend of action and engagement reinforced the message of empowerment and collective effort in the green journey.
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Result
The Žalioji Tribūna campaign was brought to life through a 3x3 street basketball tour in four cities—Druskininkai, Raseiniai, Ukmergė, and Anykščiai—each featuring green practices education and community engagement activities. Seven Žalgiris team members, alongside the Žalgiris dancers and the beloved mascot Žalgirinis, actively engaged with the audience, sharing their personal stories about becoming greener and encouraging local participants to do the same. This interaction not only met the expectations of Žalgiris' fans and the broader Lithuanian society regarding greener solutions but also strengthened community ties. Local municipalities and sports centers were instrumental in facilitating the initiative, fostering collaboration that enriched the events and deepened the connection to the communities involved. The physical "green tribune," a symbol of unity and purpose that made its way to each location to invite everyone to join the conversation about green themes, is complemented by the "green wave" effect, which illustrates how individual actions can spark a movement spreading across Lithuania. To enhance the initiative, our design team andstudio crafted a distinctive visual identity, accompanied by vibrant banners and engaging social media content that brought the campaign to life. A dedicated website offered event updates, green content, tips, and educational articles. Additionally, custom merchandise was produced for both players and audience members who shared their stories or participated in contests, further reinforcing the initiative's message of collective action toward a greener future.
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