Agency for Nature, the brainchild of non-profit Purpose Disruptors, aims to help young people reconnect with the outdoors in a new campaign.
A 30-second spot showcases a ‘talking tree’ that uses AI to share its experiences and emotions with humans.
Devised by creative agencies Droga 5 London and Droga5 Dublin, the ad features a 150-year-old horse chestnut tree in London’s Morden Hill Park. The tree is connected to ten sensors that monitor bioelectric signals, wind speed, temperature, soil moisture and humidity. The measurements are then inputted into a large language model that enables real-time conversations.
Lisa Merrick-Lawless, co-founder of Purpose Disruptors and Agency for Nature: “Our climate and nature crisis urgently needs creativity. We have to reach outside of the bubble and engage young adults in urban environments by meeting them where they are – through culture, music, and tech.
“Agency for Nature’s mission is to help a new generation feel like nature belongs to them, it’s part of their identity.”
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The Talking Tree will premiere on ITV on 2 March and run nationwide in Pearl and Dean cinemas.
Plans to give the public access to the tree are in development.
Evan Greally, head of creative tech and innovation, Droga5 Dublin, part of Accenture Song: “We wanted to give a voice to something that has always been alive but rarely heard, nature.
“We’ve become so disconnected from the natural world that it’s easy to forget we’re part of this incredible, living ecosystem. My hope with this project was to make people care again, to spark a little empathy for something bigger than ourselves.”
