Pop-up Agency for Nature has launched five new campaigns for its second season.
The creative agency, founded by Purpose Disruptors, “seeks to counter nature disconnection which plagues adolescents and Gen Z”.
This comes after research from Anglia Ruskin University found the UK ranked 59 out of 65 for nature connection, with young people feeling especially disconnected.
Each campaign was created by rising talent from AMV BBDO, VCCP, Iris, House 337, and Droga5.
The young creatives were asked to imagine that ‘Nature’ was their client and create a campaign targeting young people (18-35) in cities.
The campaigns they came up with included a celebration of drag and nature, nature’s links to the gothic underworld, a streetwear collection, an initiative connecting footfall players to nature, and the world’s ‘first’ AI talking tree.
Purpose Disruptors co-founder, Lisa Merrick Lawless said: “Our climate and nature crisis urgently needs creativity. We have to reach outside of the bubble and engage new audiences, in particular young adults in urban environments.
“We need to help them re-connect to nature by bringing it to them, where they are in novel and innovative ways through culture like they experience music and fashion. Agency for Nature’s sole mission is to help a new generation feel like nature is for them – a core part of their identity.”
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‘The Earthworm Project’ created by Charles Olafare and Josie Finlay of AMV BBDO reimagines nature as a streetwear brand, launching a spring 2025 collection that appears across outdoor and social media.
Olafare and Finlay said: “Our audience has a complicated relationship with nature. They covet outdoor brands like Arcteryx and Patagonia – but they’re more likely to be wearing their North Face x Gucci in the streets than in the fields or forests. We want to connect them with nature by highlighting its similarities with streetwear: beauty, quirkiness, design, and increasing scarcity.”
House 337’s Mikey Arthey and Poppy Cumming-Spain enlist the help of drag kings and queens, Bi-Curious George, Marmalade, and Miss Terri Boxx- to appeal to its Gen Z audience. ‘Nature’s A Drag’ compares the extravaganza of the world of drag to nature.
‘Fresh Hell: Outsiders Outside’ Iris creatives Nicole Vanner and Andrew Hadley’s project reveals the dark and mysterious side of nature in a campaign that features goth musician and radio DJ Freya Beer. The campaign also features guest appearances from Outside with Lira and Chris Packham.
Jake Wiseman and James Ginn of VCCP help amateur footballers get in touch with nature through their campaign ‘Extra Time with Nature’. The footballers are shown making a ‘matchday pie’ made out of ingredients foraged from around their pitch.
In ‘treeConnecting’ Ellie Keyes and Chip McCoy of Droga5 utilise AI tech to translate a tree’s impulses into human language. The campaign film shows young people talking with the tree and will launch on 14 February in cinemas.
