Republic Of Everyone & The Bravery Bring Plants To Life In New AR App Campaign

Republic Of Everyone & The Bravery Bring Plants To Life In New AR App Campaign
SHARE
THIS



Plant Life Balance, a new campaign by Hort Innovation with the nursery and garden industry 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.

Ben Peacock, Director for brand & sustainability agency, Republic of Everyone and campaign lead said, “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.”

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 also been used to create the world’s first augmented reality greening 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.

“The campaign beautifully captures the current mood and trend towards greenery in your home and life,” commented Claire Maloney, Director of The Bravery.

“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.”

Alex Marshall, Head of Creative & Strategy from digital creative agency, Circul8 who developed the app platform said, “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.

The app can be downloaded from the App Store and Google Play

 

Credits:

  • Client: Hort Innovation
  • Strategy, creative and art direction: Republic of Everyone
  • PR, social media, ambassadors and media partnerships: The Bravery
  • App developers: Circul8

Jungle-Vibes----Photo-by-Daniel-Shipp

Birds-&-Bees---Photo-by-Daniel-Shipp Desert-Dreams----Photo-by-Daniel-Shipp Fantastic-Feasts---Photo-by-Daniel-Shipp Formal-Luxe----Photo-by-Daniel-Shipp Sharehouse-Heroes----Photo-by-Daniel-Shipp Child's_Play---Photo-by-Daniel-Shipp

 

Please login with linkedin to comment

republic of everyone The BRavery

Latest News

Trapeze artists flying in the blue sky
  • Media

What It Takes To Help Build Brand Trust Online In 2021

By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]

Opinion

by B&T Magazine

B&T Magazine
Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021
  • Uncategorised

Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021

To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]

Stan Sport Subscription Price Revealed
  • Media

Stan Sport Subscription Price Revealed

Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]

Sitecore Secures US$1.2B In Funding
  • Technology

Sitecore Secures US$1.2B In Funding

Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.

Shutterstock Reveals Visual Trends 2021
  • Media

Shutterstock Reveals Visual Trends 2021

Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]

by B&T Magazine

B&T Magazine
Major US Networks ‘Boycott’ Trump Farewell Address
  • Media

Major US Networks ‘Boycott’ Trump Farewell Address

Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]

by B&T Magazine

B&T Magazine
Stock close up image showing a “subscribe” button on a website with hand shaped cursor
  • Media

Facebook Journalism Program Helps News Publishers Find New Subscribers

New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]