Urban young people are the focus of pop culture but they are being depriving of something important – connection with nature. Just only 42% of young people (18–34) feel connected to nature – the lowest of any age group. Droga5 London and Agency for Nature, a pop-up creative agency founded by non-profit Purpose Disruptors are helping young people to reconnect with nature by giving them a talking tree. Because all our relationships are strengthened by conversations and AI makes it possible for a tree to have a conversation with a human being.
The Talking Tree campaign launched on Valentine’s Day with a 30-second film featuring a 150-year-old horse chestnut tree in Morden Hill Park, London tree that can speak using AI-powered technology. Using real-time sensory data, the tree reflects on its experiences, emotions, and relationship with humans – offering a unique perspective on the natural world. Signals from the tree are translated into a voice, shaped by data from over 10 sensors measuring bioelectrical signals, wind speed, temperature, soil moisture, and humidity, alongside historical insights about the tree’s lifespan. These inputs feed into a large language model (LLM), which acts as the ‘brain’ of the tree’, shaping the tree’s personality and enabling live, real-time conversations.
The campaign film is set to Soil (feat. NATURE), an original composition by Cosmo Sheldrake for the Sounds Right initiative. Led by Museum for the UN – UN Live in partnership with EarthPercent and a coalition of global partners, Sounds Right officially recognises nature as a musical artist, raising funds for environmental protection and restoration.
Research shows that Britain ranks bottom in Europe for nature connectedness, with a 2024 study by Anglia Ruskin University placing the UK 59th out of 65 countries for nature connection. The Talking Tree aims to spark curiosity and inspire new ways of engaging with the natural world, at a time when urbanisation and digital culture are deepening the disconnect.
The campaign is part of Season 2 of Agency for Nature, a project bringing together top UK creative agencies – including Droga5, AMV BBDO, VCCP, Iris, and House 337 – to tackle the fractured relationship between young people and the natural world. Each agency was tasked with treating nature as the client, creating provocative campaigns that bring nature into the heart of youth culture. Season 1 reached 10 million young people. The new initiative is the beginning of a long-term effort to make nature a core part of modern identity – on par with music, fashion, and gaming.
The Talking Tree is appearing across Pearl & Dean cinemas, on ITV, and on social media throughout February and March. The film links to a website, that contains more information regarding the tech and resources to help people deepen their relationship with nature. Plans are in the works for public access to the tree with the tech.
Ellie Keyes and Chip McCoy, creatives, Droga5, stated, “We used to be deeply connected to nature. It shaped our songs, stories, and traditions. We wanted to show that technology doesn’t have to be nature’s enemy but can actually be a bridge, helping us rediscover the world around us in unexpected ways.”
Lisa Merrick-Lawless, co-founder, Purpose Disruptors and Agency for Nature, added, “Our climate and nature crisis urgently needs creativity. We have to reach outside of the bubble and engage young adults in urban environments by meeting them where they are—through culture, music, and tech. Agency for Nature’s mission is to help a new generation feel like nature belongs to them—it’s part of their identity.”
The five campaigns in Season 2 are:
- Earthworm Projects, by Charles Olafare and Josie Finlay (AMV BBDO): This campaign rebrands nature for a streetwear-obsessed audience. Highlighting their similarities: beauty, quirkiness, design, and increasing scarcity. The creative offers fans a preview of the latest ‘drops’ from nature’s coveted Spring 25 collection, appearing across outdoor and social media.
- Nature’s A Drag, by Mikey Arthey and Poppy Cumming-Spain (House 337): This Season 1 campaign combined drag and nature in an ‘intertwined extravaganza eleganza’. The work brought three kings and queens (Bi-Curious George, Marmalade and Miss Terri Boxx) together with storms, butterflies and birds to show how much the world of drag and nature have in common.
- Fresh Hell: Outsiders Outside by Nicole Vanner and Andrew Hadley (Iris): This campaign explores the dark, moody, and mysterious aspects of nature rooted in the gothic underworld, featuring a zine and a carefully curated radio show presented by goth musician and radio DJ Freya Beer, with guest appearances from Outside with Lira and Chris Packham.
- Extra Time with Nature, by Jake Wiseman and James Ginn (VCCP): A grassroots campaign helping amateur football players notice nature beyond the lines of the pitch, featuring local footballers from Field Lane Football Club, Derby. It includes an activation helping the amateur football club make its very own matchday pie made out of locally foraged ingredients from around their pitch.
- treeConnecting… by Ellie Keyes and Chip McCoy (Droga5): This campaign creates a new way of reconnecting with nature through the unlikely act of conversation. Using cutting-edge AI tech, The Talking Tree translates a tree’s impulses into human-speak.
Credits:
Creative Agency: Droga5 London, Part of Accenture Song
Creatives: Chip McCoy & Ellie Keyes
Executive Creative Director: Karen Short
Account Director: Gabi Dwek
Account Manager: Georgia Holgate
Designer: Liz Bisoux
Head of Creative Tech & Innovation: Evan Greally
Senior Producer: Karina Cotter
Assistant Producer: Kate Shelley
Creative Agency: Droga5 Dublin, Part of Accenture Song
Production Company: Locate Productions
Director: Sam Fallover
Director Of Photography: Thom Neal
Producer: Angus Light
Production Manager: Tane Stevens
Production Assistant: Amanda Jenkins
Runner: Francisca Cabouco
1st AC: James Wicks
Production Service: Shoot Blue, Fava & The Grip Company
Post Production: Microdot
Colourist: Adam Clarke
Sound: Offline Audio
Sound Editor: Hugo Vaughan Hughes
Sound Producer: Sam Brock
Sound Engineer: Chris Southwell
PR: Purpose Disruptors
Communications Director: Aimee Brewerton
Project Manager: Holly Wyatt
Founder: Lisa Merrick-Lawless
Creative Director: James Turner
