City Forests

Amplify + Converse promote climate action through urban art campaign...

Challenge

Amplify were challenged by Converse to bring the global Converse City Forests platform to Australia to raise awareness of the brand’s commitment to creating a better world through creativity.

Insight

Public art is a powerful way to share a message, but the experience for the audience can be relatively passive with no means for the audience to further involve themselves in the story.

Strategy

To meaningfully bring a Converse City Forest to Australia, we chose to partner with a relevant cause and innovate the traditional public art and create an opportunity for Australians to see our message and make a positive difference in the fight against climate change.

Solution

Converse City Forests, Sydney.

Local artist Elliott Routledge was partnered with national not-for-profit organisation, Rainforest Rescue to create a large-scale mural. Located in the heart of Sydney, the visually striking piece drew inspiration from the flora and fauna of the Daintree region and promoted the message “Trees Are The Answer”.

As well as stimulating a conversation about the role of trees in climate change mitigation the story was used to inspire and enable Australians to personally contribute to the cause by purchasing a set of patches with all proceeds going to Rainforest Rescue. With each patch costing $10 which is what it costs to plant a tree in the Daintree.

As well as the mural itself, we also created and produced a suite of content that was featured across local and global channels, editorial partnerships and press coverage.

Results

- 5 million reach across PR and social, spread Rainforest Rescue's message to the masses.

- 108k brand views on social