Creative Director / Copywriter
Client
Husqvarna
Year
2023
Role
Executive creative director & copywriter
Agency
Prime Weber Shandwick
Rewilding Mode
Switch it on and your garden becomes a nature reserve.
218M
Organic reach
1,000,000+ m²
Lawn turned into habitat, and counting
200+
Articles
150,000
Mowers, one update
Situation
Lawns are deserts for pollinators.
Idea
Rewilding Mode is a feature for Husqvarna’s robotic mowers that leaves 10% of the lawn uncut. Enough gardens, and it’s the largest nature reserve in Europe.
Outcome
150,000 mowers got the update. More than 200 outlets in 20 countries, Forbes and Wired among them, reached 218 million people, and the film was watched three million times. What began as a PR brief is still growing: over a million square metres of lawn have become habitat, one garden at a time.
“Husqvarna’s latest mowing innovation is to mow less”
The launch film
“This robotic lawn mower is a bee’s best friend”
The coverage, and the shows
“Robotic lawn mowers that leave 10% of the lawn uncut”
From the film
The app, and the mower
The app: drawing a rewilding zone
243,000 square metres rewilded
A mower at the edge of the zone
Credits
Director
Filip Tellander
Production
Giants & Toys