Faced with a fundamental challenge to the value of their core business, Yellow needed to do something radical to demonstrate its continued relevance in the Google age. The Yellow Tree House is a compelling example of how the power of a big idea enabled Yellow to achieve this.
The idea was to show that you can get any job done using nothing but Yellow. Since not many people would be interested in someone building a birdbath or a gazebo, a project that would capture people’s imagination was needed, at the same time showing that even the toughest job could be completed using nothing but Yellow.
The idea had to be simple and memorable. It also had to be stunning visually. The iconic images of the Tree House restaurant, built 10 metres up a tree in a remote redwood forest, made the campaign instantly engaging and were largely responsible for its huge online exposure.