Back-to-nature playlists have been trending since Covid, as people look for ways to quieten the noise and pace in their world to gain health benefits. Nature sounds are being promoted for their ability to help control our mental state, reduce stress, and aid in positive emotional recovery. Nature sounds content has spread across social media.
Unquiet, a magazine that has been inspiring remarkable travel experiences since 2020, has hacked these soothing sounds to create a campaign that provokes awareness of nature in crisis. Uncomfortable Nature Sounds, created by Brazilian agency, Tech & Soul, begin with soothing nature sounds, such as running water, wind in the trees or birdsong, but after a few seconds, are replaced by the sounds of environmental disasters, such as forest fires, intense storms, hurricanes and melting glaciers.
The campaign was born from an uncomfortable question – what if the sounds used for relaxation begin to reflect the growing impacts of the climate crisis?
“Playlists with nature sounds have millions of listeners seeking tranquility. We inverted this expectation to provoke the opposite: discomfort. The idea is to show that if we don’t act now, this scenario of chaos will cease to be an exception and will become part of our lives. It is an urgent call for awareness and environmental protection,” stated Flavio Waiteman, CCO of Tech & Soul.
“Exploring the world is a privilege, but also a responsibility. For us to continue discovering new landscapes, cultures, and destinations, it is essential to protect the planet that is home to all these places. For us to continue this journey, an attentive eye towards climate emergencies is necessary. This is a way for us to drive greater awareness about the issue and make this voice resonate more and more,” added Corinna Sagesser, publisher of Unquiet Magazine.
The tracks are available on Unquiet’s YouTube Channel.
Credits:
Client: Unquiet
Client Teaml: Corina Sagesser
Agency: Tech & Soul
CCO: Flavio Waiteman
Creative Director: Flavio Waiteman
Art Directors: Rodrigo Seixas, Ricardo Marques
Copywriters: Leonardo Milani, Bruno Brasil Dias
Editing & Motion: Leonardo Neiva
Project Manager: Patrícia Goulart
CEO: Claudio Kalim
COO & CFO: Marcelo Zaine
General Business Director: Liliany Samarao
Account Director: Liliany Samarao
Account Manager: Debora Bock
Executive Producer: João Pedro Albuquerque
Production Director: Rogerio Gonçalves
Production Supervisor: Leticia Bamonte
Audio Company: Blood Audio
Music Production: Otavio de Moraes
Sound Design & Finishing: Vitor Motter & Rafael Pacheco
Executive Producer: Dani Monaco
