JadeBlue, a luxury lifestyle retail store chain for men, has been innovating to create an awareness about the environment with unique concepts and installations. This, as well, the brand has executed an innovative ambient campaign which also topical in nature. On June 5 i.e. World Environment Day, JadeBlue took on to the streets of Ahmedabad by using the most visible and important symbol of COVID scenario i.e. the mask. A cloth mask was put up around tree trunks with a message ‘I protect. You protect’. The idea was to remind fellow human beings that for a change we too, like nature can be the protectors of the world and in turn protect ourselves by wearing a mask because, that's the only way to stay safe. The campaign has been ideated and executed by Fresh Lime Soda Creatives agency.

Talking about the ideation, Sajit Surendran, founder of Fresh Lime Soda Creatives said, "This year it was a challenge to make environment day relevant to the current times. There is no bigger crisis than COVID to talk about and at the root of COVID lies the mindless exploitation of nature. We decided to harp on this issue with a medium which is visible to all and an easy to make installation. Even in pandemics, brands have to stand up for humanity at large. We are glad that we have been able to partner JadeBlue on such messages.

In 2019, the brand did an installation of a whale swimming on the roads, giving people a grim glance into what the future could be if we-the human race does not change our ways.