Up in a tree, building

Directories all over the world mainly have the same proposition: we help you find things, so you can get things done. And I don't think it's the first time someone has taken a company's motto literally to create a campaign. But. Yellow [pages] New Zealand gave a really nice twist to the idea with their Yellowtreehouse.co.nz. The challenge? To build a restaurant 10 metres up in a tree without a bit of help. Great idea, and an near perfect 360° execution. The campaign was based around the brand's core values. It's a bit of a shame that Tracy's blog was covered in the thick Flash sauce of the site, and that other elements like YouTube weren't used better. The web site videos are not embeddable, which is a real shame. And why not use Twitter to document the progress of the challenge?
And the tree house itself? It's finished and available for hire (and fully booked) as a function venue. Fancy a cocktail party in the trees anyone?
Found via Bhatnaturally and via The Inspiration Room.