Interbrand Australia & Unyoked Partner To Explore Relationship Between Creativity And Working In Nature
Interbrand Australia and Unyoked, a nature company offering remote cabin stays, have unveiled a report called The Nature of Creativity, that seeks to answer the question: Can spending time in nature and disconnecting from the normal ways of working have an impact on our originality and creative output?
To put the question to test and to explore the impact of nature on commercial creativity, employees from Interbrand’s design, writing, and strategy departments made solo trips to various Unyoked sites across NSW, where they worked on a variety of client briefs. The participants documented their thoughts and feelings about the creative process and output before, during, and after their respective stays.
Once back at the office, participants had their work reviewed by their managers
and Interbrand Australia’s CEO, Nathan Birch. Their output was evaluated based on strategic alignment and creative bravery, and was measured against originality, craft, quantity, quality and commerciality.
Across the board, participants reported improvements in the areas of wellbeing, originality, and quality of their creative outcomes.
The material from the participants was synthesised and analysed, with four key findings emerging:
Less pressure leads to more flow
“Instead of solutions being the priority, they could enter a state of deep concentration that would lead them to accomplish more anyway.”
Constraints spark creativity
“By adapting to ‘Cabin Mode’, our people got a little more primal and a little less conventional.”
Focused solitude builds confidence
“Without a team surrounding them, our people were challenged to listen to the only voice there—their own.”
Embrace nature for heightened experiences
“Nature had a way of putting things in perspective. It reminded them to look at the bigger picture and broadened their scope beyond just the problems on the page.”
“Beyond the break from routine, the focus and clarity that came from a meeting-free day was a true luxury. Removing the usual distractions gave me the space to be more intentional with my time,” said one participant, Interbrand associate creative director, Megan Schierhout.
“But the most impressive thing to come from the study was the confidence our younger creatives found. With complete autonomy came a new level of bravery in their decision making”.
Throughout the year, the project will roll out globally—with creatives from the UK and NZ being invited to test the findings and share their own experiences of working and creating in nature.
“The world of work continues to change for creatives, and not necessarily for the better. Long hours have led to staleness. Economic pressures mean a need to do more with less. Tech has people questioning their processes and validity. Maybe things need to change a bit, starting with the environment in which people create. This was the seed of our idea to test how and where creativity flourishes,” Birch said.
Scientific studies have found that spending time immersed in a natural environment and disconnecting from technology enhances creativity and improves problem-solving skills by up to 50%.
“The creative benefits of time outdoors is something which, while not fully understood by most of us, can be a superpower if you know how to use it,” said Cam Grant, CEO and founder, Unyoked.
“Having used nature to come up with a lot of the ideas that have grown our business, we couldn’t be more stoked to work on this report with Interbrand and hopefully help a few other creatives to find nature and build it into their routines”.
Based on the learnings, Interbrand and Unyoked will co-design a Work In Nature (WIN) policy that can be adopted and adapted by any business that applies creative thinking.
“We found not only clear wellbeing and cultural benefits from the team working in nature, but from a commercial perspective, we saw more originality and more authentic thinking, writing, and creative output compared to the usual ways of working,” said Birch.
“As a creative business, experimenting, testing, learning, and iterating is something we do as a business, not just what we expect from our people – we support experimentation with experimentation”.
Please login with linkedin to comment
Interbrand AustraliaLatest News
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
It's great news for Accenture Song, very bad news for the Initiative company card with this triple leaving do.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.