Schedule / 31 May 2022
Schedule / 1 Jun 2022
- 12.00Urban Design & Planning (SWE)
- 17.00Endineering: How to Design the End (ENG)
- 17.30Artist: KONE MARA
- 18.00Why We Need Inner Space (SWE)
- 18.45The Future of Social Media is All Talk (ENG)
- 19.15Spoken Word Performance (ENG)
- 19.30Klubb Kvadrat (SWE)
- 20.15Berghs Awards (ENG)
- 21.00Artist: KLARA KELLER
- 22.00Afterparty
59degrees
Embrace decay to promote biodiversity and restore ecosystems.
CHALLENGE
59degrees assists farmers in the transition to regenerative farming methods with their educational resources, consulting services, and cultivation products that make use of natural decomposition and microorganisms to build healthy soils that promote biodiversity and restore ecosystems.
The biggest challenge 59degrees face businesswise is the public’s lack of knowledge about soil biology and its effect on the environment and our health. To increase the demand for regenerative farming across the board, end consumers need to be educated on the importance of soil conservation and restoration, so that they in turn can request it from industrial farmers. To achieve this, we need to provide our target audience with both engaging and informative communication.
SOLUTION
Our solution is a rebranding and a new communication platform that allows 59degrees to address the many issues, facts and benefits of soil in an appealing and interesting way.
The new creative concept, “Embrace decay”, zooms in and focuses on the soil, as well as the creepy crawlers that are crucial for a resilient and sustainable ecosystem. We’re taking something that might seem nasty at first glance, and presenting it as something beautiful and aesthetically pleasing. The concept is rolled out through three campaigns that address three different – but very important – benefits of healthy, biodiverse soil: the environmental benefits, the psychological benefits, and the physical health benefits.
The campaigns include a combination of paid adverts, social media content, and physical activations.
RESULT
59degrees will receive a creative concept that differentiate them for all other actors in the market. As well as a communication platform that can be aimed at multiple audiences, both B2C and B2C, and address a number of topics through minor adjustments. In essence, a tone of voice and visual language that is as sustainable and resilient as the products they provide.