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Top 6: February 10th 2021

Weleda: The Open Garden

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Top 6: February 10th 2021
This year marks the centenary of Weleda, the world’s leading manufacturer of certified natural and organic cosmetics and anthroposophic pharmaceuticals. To celebrate this important milestone, and the company's ongoing mission to connect people with nature, they have launched ‘The Open Garden’, an immersive online platform - created by Studio of Art & Commerce and makemepulse - which allows anyone not able to physically visit a Weleda garden an exclusive insight into how the gardens allow plants and flowers to be cultivated in harmony with nature. Weleda commissioned an extensive data & research exercise with creative agency, Studio of Art & Commerce in 2019. The deep dive into the culture & and conversation surrounding the brand showed that many topics which are central to the operations of Weleda as a company were also important to consumers within the world of natural beauty. Soil health, inter-species diversity, plant and animal relationships and biodynamic farming were all seen in recurring conversation instances online. They were then able to use these pillars of importance, as defined in the research, to ensure a rich and engaging experience about nature and the pivotal role it plays in all our lives. The end result being The Open Garden. A new study of 2,000 Brits reveals connecting with nature is among the top three benefits to come out of lockdown (24%), further reinforcing the relevance of initiatives like The Open Garden. During this celebratory, centenary immersive experience created by Studio of Art and Commerce and makemepulse, visitors find themselves amongst colourful, wild flowers, the sun shining brightly, birdsong chirping through the trees. Upon following the signposts visitors can explore the 360-degree garden, stop along the way to watch interactive videos or listen to stories from Weleda’s community of suppliers and experts.

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