IONIQ Forest: A Million Trees Planted Across Thirteen Nations: Arboreal Conversations
Hyundai Motor Company has marked a decade of its ecological initiative, the IONIQ Forest project, with a new campaign called Tree Correspondents. This innovative approach aims to deepen public engagement with forest conservation by using artificial intelligence to give a narrative voice to environmental data collected from trees as part of their IONIQ Forest project.
Launched quietly on March 21, 2022, on the International Day of Forests, Tree Correspondents has gained notable traction, both online and within the advertising industry. The campaign transforms environmental data into first-person narratives written from the perspective of trees themselves.
The IONIQ Forest project, initially launched in 2016, has expanded in scope and geography with the release of the IONIQ 5 in 2021. Over one million trees have been planted across 13 countries, including Brazil, the Philippines, Germany, Saudi Arabia, the United States, Canada, India, Turkey, and the Czech Republic.
Tree Correspondents uses ecological tracking devices to collect data from trees in these countries, which is then synthesized with external datasets and processed through a bespoke large language model (LLM). This technology allows trees to "speak" about their environment, shedding light on ecosystem deterioration and climate change impacts in a novel way.
Hyundai's strategy for the IONIQ Forest project is distinct in its emphasis on continuity and narrative depth, embedding the project within its long-term brand strategy and marketing philosophy. The campaign doesn't aim to replace activism, legislation, or science, but adds another layer to the conversation, making ecological data more relatable.
The impact of the campaign includes international recognition for its innovative approach, evidenced by winning two Gold Lions and one Silver Lion at the 2025 Cannes Lions International Festival of Creativity. It has enhanced Hyundai’s long-standing commitment to corporate social responsibility and biodiversity conservation under their brand vision “Progress for Humanity.”
By installing trackers on trees and giving them a metaphorical voice through AI-generated narratives, Hyundai advances both technological innovation and environmental stewardship simultaneously, inviting people worldwide to engage emotionally and intellectually with the natural world. The campaign's tagline, "Starting with the First Million," suggests that Hyundai views its million-tree milestone not as a conclusion but a beginning.
Plans are already underway to expand the IONIQ Forest project, with additional forests to be planted in new regions over the next five years. Hyundai is exploring partnerships to deploy AI-driven storytelling tools in other regions, aiming to make ecological data more relatable, especially for younger generations growing up in a digitally mediated world.
A short film accompanying the campaign is available on Hyundai's global YouTube channel, showcasing the IONIQ forests, the AI processing pipeline, and interviews with climate scientists, linguists, and digital artists involved in the project. The film provides a compelling visual narrative that complements the AI-generated tree narratives, further engaging viewers in the cause of forest conservation.
In conclusion, Hyundai's Tree Correspondents campaign is a testament to the growing trend among global corporations to transform environmental responsibility into a form of cultural engagement. By personalizing the planetary urgency of deforestation, climate change, and biodiversity loss, the campaign aims to foster a meaningful connection between people and nature, ultimately raising global awareness and advocacy for forest conservation.
- The Tree Correspondents campaign, initiated by Hyundai Motor Company, utilizes technology to transform environmental data into first-person narratives from the perspective of trees, offering an innovative approach in climate-change discussions within the field of environmental-science.
- Hyundai's Tree Correspondents not only advances technological innovation but also fosters a deeper understanding of environmental issues, encouraging people globally to engage emotionsbally and intellectually with the natural world, particularly the pressing issues of deforestation, climate change, and biodiversity loss.
