Converse and Amplify bring clean air to Sydney via ‘City Forests’ campaign
Converse has partnered with brand experience agency Amplify for a new global public art campaign, ‘Converse City Forests’, already live in Sydney.
In collaboration with artist Elliott Routledge and Rainforest Rescue, Converse and Amplify have created a series of murals including one on Cathedral Street in Woolloomooloo, which actually absorbs air pollution.
Mural artist Elliott Routledge
The murals are created with air-purifying, photocatalytic paint, which uses light energy to neutralise pollution, as well as being public art. The idea is to clean the air in urban areas where rainforests can’t grow.
The Sydney mural by Elliott Routledge is intentionally located in a high-traffic area and absorbs enough air pollution to plant the equivalent of 183 trees in inner-city Sydney. Routledge designed the mural in collaboration with Rainforest Rescue and drew inspiration from the fauna and flora of the Daintree, promoting the message, ‘Trees are the answer’.
Converse and Amplify hope the murals, also in Bangkok, São Paulo and Warsaw, can provoke dialogue on the role art plays in our daily lives and on the streets, and reflect a more sustainable and equitable future through the messages from local young creatives.
“This is our first project with Converse in Australia and we’re really proud of the public art that has been created, the partnership with Elliott Routledge and the message of sustainability that this campaign and Converse underlines,” Amplify Australia founding partner Gareth Davies said.
“The air purifying paint offers a new dimension to public art in Australia and hopefully something thought-provoking to Sydneysiders.”
Converse is already planning a mural for Melbourne later in 2020, and the brand is also selling patches designed by Elliott Routledge online and in-store, with proceeds going to Rainforest Rescue.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Amplify
converse
Converse City Forests
Elliott Routledge
Gareth Davies
Rainforest Rescue
Sydney
