The Nature Conservancy Australia launches new ‘Work With Nature’ campaign via Elmwood

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Screen Shot 2016-04-18 at 12.33.35 pm.jpgElmwood Brand Consultancy has partnered with The Nature Conservancy (TNC) Australia to develop and bring to life a new campaign – Work With Nature.

Work With Nature encourages Aussies to swap their desks for the great outdoors by working outside for an hour during Work With Nature week running April 18-24.

Elmwood creative director, Antony Simmons said the project wanted to raise awareness of TNC and the work it does by reconnecting Australians with nature.

Says Simmons: “TNC does an incredible amount of work to help conserve our environment, and we wanted to highlight and capture this through the Work With Nature campaign.

“Australians love to be outside but we spend more time working indoors than we do outdoors. We wanted to give people the opportunity to work with nature to create a connection with the very thing that we all love, and TNC dedicates itself to protecting.”

Simmons said the biggest challenge was defining just how to create the biggest impact for TNC, while keeping the campaign simple enough to create public engagement.

Says Simmons: “A campaign event that can build year after year was the best way to help draw people towards the brand over a long period of time.

“We developed the idea to ‘Work with Nature’ – as a way for people to work outdoors during the event and highlight our need to work with nature to protect it.

“We also created the idea of a #greendesk as a memorable and ‘ownable’ hashtag that people could utilise through the campaign – #greendesk creates an easy way for people to participate in the event while also creating a strong connection to the work TNC does.”

TNC Australia director Rich Gilmore said he loves that the campaign embodies the benefits of working outdoors and TNC’s environmental work with accompanying bright, natural imagery.

Says Gilmore: “TNC has been working to secure the future of Australia’s flora and fauna since 2002 and Elmwood has created something that encourages Aussies to appreciate nature and consider their role in preserving it.”

Client: The Nature Conservancy

Director Marketing and Membership: Rachel Baily

Marketing Manager: Amy Hirst

Country Director, Australia: Richard Gilmore

Agency: Elmwood

Creative Team: Lachlan McDougall, Paul Greskie, Sahra Martin, Adam Rickett

Creative Director – Asia Pacific: Antony Simmons

Account Director: Kate Richardson

VP Asia Pacific: Jonathon Cartwright

Production Company: The Directors Group

Executive Producer: Craig Griffin

Director: Victoria Thaine

Director of Photography: Matt Chuang

Production Art Director: Hugh Marchant

Post Production Supervisor: Fiona Fry

Editor: Michael ‘Hooli’Houlahan

On-Line Editor: Alex Evans

Colourist: Martin Greer

Composer: Mark Farrell

Sound Mix: Bang Bang