Some creative climate activists approached Jeff Bezos with an investment opportunity this week. They asked the Amazon boss to buy the rainforest that shares his company’s name, which is still on fire. Adweek spoke one of the creative directors behind the project.

According to a creative director who helped spearhead the project, he and another creative came up with the idea a few weeks ago while on a shoot in Spain. As they reflected on the news of the rainforest burning, and 16-year-old climate change activist Greta Thunberg’s weeks-long trek to New York on an emissions-free yacht, they became uncomfortable when steaks were served during lunch since Brazil’s booming agribusiness sector has contributed to the rainforest fires. “We had to go lay in the grass and look at the trees,” he said. “It was in that moment that we were like, ‘What can we do?’”