Agency for Nature, a pop-up creative agency dedicated to life on Earth, created by Purpose Disruptors, has launched five new campaigns as part of its second season, which brings nature into the heart of youth culture, and seeks to counter nature disconnection amongst adolescents and Gen Z.
Running on JCDecaux digital Out-of-Home sites, each campaign has been produced by rising talent from five creative agencies (AMV BBDO, VCCP, Iris, House 337 and Droga5). The five campaigns include:
- A vibrant celebration of the shared extravagance of drag and nature
- A grassroots football initiative connecting players to nature beyond the pitch
- A bold rebrand of nature for streetwear fans
The Agency for Nature was formed to revitalise society's relationship with nature. This season, teams were tasked with creating bespoke campaigns targeting 18 to 35-year-olds in cities, tapping into subcultures and social trends to make nature feel more relatable, as part of an unusual brief where ‘Nature’ is the client.
Lisa Merrick LawlessOur 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.
Co-Founder of Purpose Disruptors
Chris DooleyThe JCDecaux Community Channel is proud to support Agency for Nature and Purpose Disruptors’ second season, bringing nature to the public in cities through the power of Out-of-Home. The JCDecaux Community Channel was created to open up access to Out-of-Home to both charitable initiatives and communities and I look forward to seeing this campaign on screens across the UK.
Head of Social Impact at JCDecaux UK
The campaign is running on digital screens across the UK until the end of March.
