Rewilding Mode, Husqvarna/Husqvarna - "Rewilding Mode (120s)" by Epica Awards 2024

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TitleRewilding Mode (120s)
BriefThe idea is as simple as it is ambitious, creating the largest nature reserve in Europe, one lawn at a time. Rewilding Mode is the world’s first feature designed to rewild private gardens to let pollinators thrive. Thanks to a strong partnership with Husqvarna’s engineering team, we transformed 150,000 robotic lawnmowers worldwide into environmental warriors. Using advanced radar technology, we set the mowers to leave 10% of each lawn uncut, creating a sanctuary for pollinators. The update was released into the Husqvarna Automower Connect App that customers control with their mobile devices. Beyond mere lawn care, this innovation was a testament to Husqvarna’s commitment to sustainable technology. It also activated the consumer by turning them into the hero and instigating a discussion about what perfect lawns look like. By enabling people to participate actively, we strengthened the bond between customer, product, and brand, illustrating how technology can promote environmental stewardship.
Agency
Campaign Rewilding Mode, Husqvarna/Husqvarna
Advertiser Husqvarna

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