Born and Unyoked bring nature to the city with OOH campaign
Holiday and cabin provider Unyoked has teamed up with creative agency, Born, to launch its first OOH campaign in an attempt to help city slickers reconnect with nature.
The announcement:
Unyoked is bringing nature into cities in Australia, New Zealand and the UK with the launch of its first ever OOH campaign, “Human Nature Needs Nature” created in collaboration with creative agency, Born. The campaign – currently live in Sydney, Melbourne, Gold Coast, Brisbane, and London, with Auckland to follow – is bringing a little bit of nature into our day when we need it the most: our daily commute.
The campaign marks the launch of Unyoked’s new brand proposition human nature needs nature, developed to inspire and remind people that spending time in nature is a fundamental need for our well-being; and that more than ever we need to find time to slow down, and nature is the best way to do that.
David Coupland, strategy director at Born, says “When we started working with Unyoked, it was immediately clear that they were much more than a cabin company – but a nature company, whose mission to get more people into more nature more often had just started with cabins. And so we wanted to develop a campaign that connected Unyoked to nature, while acting as real world proof that when you are exposed to nature, good things happen, because it’s in our nature to need nature.”
The campaign features awe-inspiring aerial photography of Unyoked cabins surrounded by nature. The campaign will run on billboards, bus shelters, in train stations and offices – including on the London tube network – and are designed to introduce the benefits of connecting with nature as a counterbalance to the demands of modern life.
Cam, co-founder, Unyoked, says “We started Unyoked because we noticed that in little pockets around the world, people were habitually using nature like the rest of us use the gym. Being outside made them stress less, be more creative and clear their minds when they needed it most. It used to be more widely known, but the noise and notifications that is modern life has caused a lot of us to forget it. Ultimately, human nature needs nature: it’s where we came from, and we’re designed to go back there regularly.
This campaign is our latest way to try and help people remember that, and to get a bit of it in their day-to-day – after all, just looking at a picture of nature has been proven to lower cortisol levels and improve mood! Hopefully by seeing these images folks will feel a moment of calm in their commute and it’ll move some of them to spend more time outdoors more often”
Unyoked was founded in 2016 by brothers Chris and Cam Grant, and has gained international recognition for its high quality cabins all located within two hours from major cities. Through these unique locations and Unyoked’s experience, intentionally designed to help people slow down quickly and connect with the benefits of nature, the brand is regarded as a leader of the emerging category across Australia, NZ and the United Kingdom.
Source: Born
