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Category
Technology for Good
Annual ID
OS24_CT008S
About the Work
We need to rethink the value of the lawn. 20-30% of the green areas in European cities are made up of private gardens. But even so, private gardens are often overlooked in the discussion around loss of pollinators and biodiversity. So, the loss of pollinators is a global problem, requiring local engagement. At Husqvarna, they had recognized that they had a role to play when it comes to biodiversity but had not found the right approach. Therefore, we thought of a new feature that took the fight to the backyard. Literally. Rewilding Mode is the world´s first feature designed to rewild private gardens so pollinators can thrive. This unique innovation uses GPS data to calculate lawn sizes and leaves 10 percent uncut, establishing a sanctuary for pollinators. By adding the feature directly to the app, we enabled people to participate in the solution actively and easily, fostering a powerful bond between the customer, product, and brand. Illustrating how technology can promote environmental stewardship. Featured in over 200 major outlets like Fast Company and Forbes, it has touched 218 million people across 20 countries, achieving a PR value of 50 million Swedish crowns. Notably, 8.5 million customers engaged, and over 3 million viewed our YouTube film, shedding new light on what can be achieved by simply saving 10% of your lawn and bringing the discussion of what the perfect lawn may be, into the light. The true victory? Over 267,000 square meters of lawn have transitioned into habitats for pollinators, with numbers growing daily. The goal is to keep increasing this area designed for pollinators for years to come, while also working as conversation starter about what perfection should look like.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Prime Weber Shandwick / Stockholm
Client / Brand
Husqvarna / Stockholm
Production Company
Giants & Toys / Stockholm
Art Director
Fredrik Moberg
Chief Creative Officer
Petter Lublin
Copywriter
Kasper Moss
Director
Filip Tellander
Executive Creative Director
Carl Jannerfeldt
Producer
Renée Lorenius
CEO / Executive Producer
Tilde Franzén
Client Lead
Josefina Bergström
Communications & Content Director
Jonas Eklöf
Creative
Brett Simon
Erik Tell
Global Brand & Communications Manager
Johanna Englert
Global PR Manager
Karin Tångstedt
Integrated Media Specialist
Daniel Wahlström
Product Manager Automower® Connect & Smart Home
Linda Lindqvist
Project Manager
Sara Wenkel
Senior Manager Digital Marketing
Johannes Karlsson
Senior Manager Media Relations
Danny Finlay
Senior Vice President Media Relations
Chris Hamilton
Vice President Marketing EPAC
Jenny Fischer-Toivo
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