What’s the best way to use outdoor advertising to promote the slower side of life?

This. With the ‘Girls Just Wanna Grow Plants’ campaign, we co-opted high-fashion photography to promote nature in a way that instantly touched a nerve with our target audience – Gen Z women tired of hustle culture and looking for an outlet to slow down and escape modern life. 

In the run-up to London Fashion Week, passers-by were treated to the unusual spectacle of models clad in haute couture laid low by hustle culture while headlines promoted what we might call “rustle culture” – i.e. reconnection to all things green, nourishing and slow.