The Agency For Nature is an experiment in the future of creativity.
In the context of climate change and the collapse of nature, what if our creativity was used in service to life on earth?
5
unique campaigns
10 MILLION
young adults reached
100
people attended the launch event at RichMix cinema
20
press articles, including coverage in Vogue Business, It’s Nice That and Campaign’s Ad of the Day
THE CHALLENGE
It’s no secret that we’ve lost our feeling of connection to nature - particularly in the UK, where we’ve recently ranked bottom in Europe. Losing that sense of connection has been linked to climate breakdown, eco-anxiety and out-of-control biodiversity loss.
Young people’s connection to nature is notably more vulnerable, with research from the Nature Connectedness team at the University of Derby showing a sharp dip starting as early as teenage years, that doesn’t recover until around 30. Further findings through our YouGov Poll support this; just 43% of 18-24 year olds in the UK say they feel connected to nature.
THE SOLUTION
Made possible with our partners Glimpse, we worked together to unite top talent from the UK’s advertising industry to respond to the brief of a lifetime: Helping a new generation fall back in love with nature.
THE PROCESS
We worked closely with the selected agency partners, running an immersive briefing session in November 2023 in partnership with nature activist and writer Ellen Miles. Each team was tasked with responding to our provocative challenge: How can we build hype for a nature-connected lifestyle?
The creatives then worked through 3 months of ideation, concept development and production, before unveiling their unique creative campaigns in February 2024.
“Nature just isn’t seen as cool. But nature is the coolest thing in existence, it’s literally life giving, it’s magic and we’re a part of it — and when people connect with that joy, that feeling, they’re changed - people want to reclaim their right to be a part of nature, and fight for it in the future.”
Ellen Miles,
Activist and Author of Nature is a Human Right
THE IMPACT
The campaigns span a reworking of the Kamasutra, an urban nature mini-experience, a psychedelic nature trip, a celebration of in-game nature, and high-fashion photography to promote anti-hustle culture – each produced by a top UK creative agency including Weiden+Kennedy, The&Partnership, Amplify, Leo Burnett and OLIVER.
See the full breadth of campaigns here.
Collectively they reached over 10,000,000 young adults through donated billboard space, targeted social media campaigns, influencer tactics and press coverage.
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The EcoKamasutra
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Girls Just Wanna Grow Plants
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Seed Saga
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Nature. The Original Trip
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The Slow Brew
We also ran a launch and screening event at RichMix Cinema in Shoreditch, designed to fully immerse the audience in the creative work and deepen their understanding of why nature connection is so precious. The event was attended by culture shapers in the broader creative industries, as well as environmental charities - ensuring the campaigns and tactics help to inform a wider movement of change.
