An explosion of leaves, drawn from the native tree species of the Lombard landscape, shapes the visual identity of the Forestami campaign – an urban greening project that brings together Città Metropolitana di Milano, Comune di Milano, Regione Lombardia, Parco Nord Milano, Parco Agricolo Sud Milano, ERSAF, and Fondazione di Comunità Milano.

With the goal of planting 3 million trees by 2030, Forestami aims to enrich the city’s natural capital, purify the air, enhance the quality of life in the greater Milan area, and combat the pressing effects of climate change.

Our communication campaign fuses digital media and OOH advertising to create an immersive visual experience, capturing the transformative power of urban nature. Key messages guide this journey: "Tree by tree, my city is becoming greener", "Let’s plant 3 million trees in greater Milan by 2030".

Thanks to the media partnership with IGPDecaux and Urban Vision, the campaign unfolds across bus shelters, trams, subway stations, and iconic digital billboards throughout Milan, while engaging the digital community through the hashtag #storiedialberi, inviting everyone to be a part of this green movement.

Born from a Politecnico di Milano research and supported by the Falck Foundation and FS Sistemi Urbani, Forestami is a tangible step toward shaping the future of Milan — one leaf, one tree at a time.