This week sees the launch of a bold nature-coveted campaign, made possible by pop-up creative agency “Agency for Nature” and a team of climate-conscious collaborators, one of which being us and location Foxfield Farm.
The fresh, inspired campaign, ‘Earthworm Projects,’ is subverting streetwear fashion advertising, to instead promote a life connected to nature. The campaign makes nature as desirable as the latest streetwear drop, encouraging the younger generations to step outside and reconnect with the natural world.
The “who and what” behind the latest Agency for Nature campaign
“Agency for Nature” , created by Purpose Disruptors— and along with its partners, is bringing the natural world into the heart of youth culture, and we are grateful to Lou and Jeska at sustainable production company, Raw Production, for inviting us along too, for Season 2.
The campaign is a bold rebrand of nature for fashion fans. It arrives just ahead of London Fashion Week (starting 17th February), and targets young people by creating hype for the original Spring/Summer collection: nature itself. Instead of promoting the latest threads from streetwear brands, it promotes nature ‘drops’ bursting into life as we enter spring, including daffodils, cherry blossoms and grape hyacinths.
The campaign was developed by Charles Olafare and Josie Finlay, rising creatives from London-based agency AMV BBDO, in collaboration with the Agency for Nature, a pop-up agency dedicated to transforming young people’s relationship with nature by embedding it into youth culture.
The campaign will be seen in social media and billboards across the UK. Complementing the ads is a microsite designed to encourage the public to explore their local surroundings and find out where they can experience nature’s latest ‘drops’ firsthand. By merging the immediacy of digital engagement with the timeless allure of the outdoors, the campaign encourages young people to trade urban sidewalks for grassy paths and forest trails.
Lisa Merrick Lawless, Co-founder of Purpose Disruptors says:
“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 reconnect 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.”
Charles Olafare and Josie Finlay, Creatives, AMV BBDO say: “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.”
Earthworks Project Campaign Credits
Agency
AMV BBDO
Creatives: Charles Olafare, Josie Finlay
Designer: Kate Whitley
Purpose Disruptors
Ceri Jones – Project Director
Aimee Brewerton – Communications
Holly Wyatt – Project Lead
Lisa Merrick-Lawless – Co-founder
Production
Photography: Blacksocks c/o Probation Agency
Styling: Efe-I
Makeup Artist: Kite Chuang c/o Agency 41
Hair: Natalia Krzewska
Set Design: The Flower Laboratory c/o RSA Films
Models
Andong c/o W Model Management
George c/o Zone Models
Location
Foxfield Farm via Farm Locations
Production
RAW Production
Lighting
Gripvan
BTS Videographer
Tom Filipe
Retoucher
Jody Brock