Follow the frog.

Start with an insight.
People want to do their bit to save the planet.
The things that will save the planet are complex and get in the way of earning a living and, well, living.
This ad (I don't know if the term 'ad' necessarily applies - though it does because it is paid for and has a logo at the end) offers a simple solution to the consumer paradox that turns us all into 'slacktivists' - yes we're concerned/outraged/scared at where the world is going - but what can we do about it. Well, maybe one of the answers is to look for the Rainforest Certified logo on everyday products. It makes no claims about the products themselves - it doesn't say what they are - just what they aren't. Therefore it is what they say about you that really matters - you care about what really matters. 
The ad is interesting from other angles:
It is well written and made. Funny and interesting beats gloomy and worthy in a world where attention spans are barely long enough to endure till the end of the pre-roll ad (or until we can click SKIP AD).
It is very shareable - don't bog your messages down with your catalogue of 'mandatory' inclusions. Nobody cares.
Finally - come up with something catchy - make it action oriented (people like to be told what to do). Follow The Frog is terrific. Not Save The Fainforest. 

I'm adding The Rainforest Alliance to my list of brands that 'get it'. whether you are a cause or for profit you could do worse than thinking about how these guys activate their loyal fans (remember Tom Peter's theory about Raving Fans? Never been more applicable. 

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