A new Agency for Nature initiative developed by non-profit firms Glimpse and Purpose Disruptors, has unveiled five creative campaigns to coincide with Valentine’s Day designed to encourage a new generation to rekindle their love for nature.
Each of the campaigns have been created by talent from five top creative agencies, Wieden + Kennedy, The&Partnership, Amplify, Leo Burnett and Oliver.
They include a reworking of the kamasutra, an urban mini-experience, a psychedelic nature trip, a celebration of in-game nature, and a high fashion campaign with the aim of promoting slow living.
The campaigns have been inspired by research from the Agency for Nature and YouGov, which found that 77% of young people aged 18 to 35 in the UK would like to be more connected to nature. Yet, further research showed that cultural references to nature in music, film and books declined 63% between 1950 and 2010.
The EcoKamasutra from The&Partnership’s Sam Collins and Ivan Stanojevic created a 10-part pocket guide to love nature.
Collins and Stanojevic said: “We loved the power of the simple thought at the heart of this brief – that the more intimately we connect with the nature, the better we’ll take care of it — and so sought to bring it to life using humanity’s oldest, most ubiquitous tool for fostering intimate connection – sex.”
“We can’t wait to share this with the world on Valentine’s Day”.
‘Girls’ just Wanna Grow Plants’ by Leo Burnett creatives Jas Nandoo and Georgette Fischer was created by an all-female team and shot by ex-Vogue editor turned photographer Ina Levy.
It targets the pressures felt by young women to constantly be on the grind and promotes a slow life in nature as aspirational.
Nandoo and Fischer said: “For women in their 20s, life is a constant state of rushing. It’s hustle culture, it’s girl bossing. Society’s general narrative is we should be more productive and work harder.”
“But in reality, sometimes we just want to forget about it, and these ads serve as a reminder that nature can be a much needed distraction. It’s an essential part of life, and it’s a vibe. We were intrigued by the concept of creating a campaign which would have a better impact on the world, with the freedom of no brand guidelines or client (other than nature)!”.
They continued: “We’ve come away from Agency For Nature with a new appreciation of the slow life and a real admiration for the world around us and also everyone involved.”
‘Girls Just Wanna Grow Plants’
Meanwhile, ‘The Original Trip’ by Oliver creatives Susie Cornelius and Mark Betteridge focuses on a hypnotic psychedelic billboard campaign bringing to life the transformative, meditative and awe-inspiring benefits of nature.
‘Seed Saga’ by Wieden and Kennedy creatives Alex Atanasovski and Hannah Young focus on gaming within nature, with the aim of encouraging gamers to transfer their in-gaming planting skills to the real world.
‘The Slow Brew’ by Amplify’s Lisa Aoyama and Catarina Neves hijacks people’s coffee breaks to take them to a community garden instead.
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Glimpse founder James Turner said: “We’re surrounded by stories of dystopia and gloom, but this shows a glimmer of something different. The talented creatives are building desire for a radically different lifestyle, more focused on the things that matter and less worried about those that don’t.”
He added: “Nature doesn’t have an advertising agency. But imagine the world we could create together if it did.”
