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Converse City Forests Australia Launch

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Amplify + Converse promote climate action through art that also cleans the air...

Amplify were challenged by Converse to bring the global Converse City Forests platform to Australia to raise awareness of the brand’s commitment to creating a better world through creativity.

Insight

Public art is a powerful way to share a message, but the experience for the audience can be relatively passive with no means for the audience to further involve themselves in the story.

Strategy

To meaningfully bring a Converse City Forest to Australia, we chose to partner with a relevant cause and innovate the traditional public art and create an opportunity for Australians to see our message and make a positive difference in the fight against climate change.

Solution

Converse City Forests, Sydney.

Local artist Elliott Routledge was partnered with national not-for-profit organisation, Rainforest Rescue to create a large-scale mural using innovative, air-purifying paint. Located in the heart of Sydney, the visually striking piece drew inspiration from the flora and fauna of the Daintree region and promoted the message “Trees Are The Answer”.

As well as stimulating a conversation about the role of trees in climate change mitigation and removing the toxin equivalent of 183 trees, the story was used to inspire and enable Australians to personally contribute to the cause by purchasing a set of patches with all proceeds going to Rainforest Rescue. Each patch costs $10 which is what it costs to plant a tree in the Daintree.

The mural was painted using photocatalytic paint, a medium that filters and cleans the air around the wall. Each square metre has the same positive effect as one mature tree. The mural is 183 square metres, making it equivalent to planting 183 trees. As well as the mural itself, we also created and produced a suite of content that was featured across local and global channels, editorial partnerships and press coverage.

client: Converse

Creative Agency: Amplify

Creative Director: Tim Baggott

Artist: Elliott Rougtledge (@Funskull)

Genres: Fashion & Beauty, Storytelling

Categories: Clothing and Fashion, Day Wear

Amplify Australia, 4 months ago