Hort Innovation launches new ‘Plant Life Balance’ campaign via Republic of Everyone + The Bravery
Hort Innovation has launched a new campaign called ‘Plant Life Balance’ via Republic of Everyone and The Bravery. The campaign includes the world’s first augmented reality greening app developed by Circul8.
The campaign has launched to get Australians excited and confident about styling their homes with plants, while promoting the health and wellbeing benefits they bring.
The campaign is supported by research from RMIT and the University of Melbourne, which for the first time has quantified the effects of plants in the home, and features an augmented reality app developed to help users calculate the benefits of adding particular plants to different sized rooms.
Says Ben Peacock, director, Republic of Everyone: “It all starts with science. By working with experts we were able to, for the first time ever, quantify the health and wellbeing benefits of putting plants in your home. The results are delightfully simple.
“Just one medium sized plant can improve air quality 25% in an average room. And when you add more, you start to get a jungle feel that makes you more relaxed and
better able to take on life’s challenges. Once we knew all this, the campaign wrote itself.”
The research has been used to create app.
Reaching nearly 10,000 downloads since launch, the Plant Life Balance app lets people try plants in their space and see what works, before they head out to the nursery. It even rates your space and shows you
the benefits of adding those plants.
To help drive awareness and engagement for the campaign, sustainability and social cause communications agency, The Bravery, has led an integrated campaign across PR, media partnerships, ambassador activation, social media (Facebook / Instagram), digital above-the- line, and influencer engagement.
Says Claire Maloney, director of The Bravery: “The campaign beautifully captures the current mood and trend towards greenery in your home and life.
“Whilst the digital and real-world campaign touch points also provide practical solutions that chip away at the common pain points people can experience when going from plant killers to green thumbs.”
Says Alex Marshall, head of creative and strategy, Circul8: “Apps using augmented reality can help you visualise your space and take a large part of the uncertainty out of the equation.”
The app also features an interactive styling tool – designed by landscape designer Georgina Reid from The Planthunter – which features seven unique plant looks to try in your space.
Plant Life Balance has also partnered with renowned horticulturist, author and award winning designer Jamie Durie OAM, who has spent the last 20 years spreading the word about the multiple benefits of connecting with nature.
Client: Hort Innovation
Strategy, creative and art direction: Republic of Everyone
PR, social media, ambassadors and media partnerships: The Bravery
App developers: Circul8
2 Comments
“Once we knew all this, the campaign wrote itself.”
The campaign wrote itself years ago.
https://www.youtube.com/watch?v=bC4-l-ZI1HU
Nice and simple idea, 10/10 will download.