The Campaign

Living Landscapes is an activation inspired by David Hockney’s vibrant landscapes, and designed to preserve them. Housed at the National Gallery of Victoria, the experience invites gallery goers to paint a greener future using AR technology. For every tree drawn in augmented reality, La Trobe University committed to planting one in actual reality at their campus wildlife sanctuary. The model itself is based on the topographical landscape of the campus sanctuary when it was founded in 1967. At first appearing bare, as unique Hockney inspired trees are created using the custom I-pad app, the digital landscape layered upon the diorama grows richer and more vibrant, representing the impact the activation has on the environment. Once their creation is added to the virtual Living Landscape, participants were emailed their unique, shareable artwork with the message that a real tree would be planted on their behalf at La Trobe’s Wildlife Sanctuary.

Creative Execution

The Living Landscapes activation was set up every Friday night in the forecourt of the National Gallery of Victoria from January 13 - March 10th, 2017. Positioned at the entrance to the David Hockney exhibition, the experience was instantly linked to the artist. Consisting of a diorama model based on the university's own wildlife sanctuary, the activation was considerately designed to feel at home in the gallery environment. Clean lines, sophisticated shapes, and with subtle not blatant branding. The model housed four iPads, enabling four users to interact and contribute to the virtual forest at any one time. The structure and technology were all custom created to be packed down and installed with ease. Now that the Hockney exhibition has finished, the experience will live on at university open days and at the La Trobe Wildlife Sanctuary learning center, where school students will be able to interact with it ongoingly.

Describe the success of the promotion with both client and consumer including some quantifiable results

The success of Living Landscapes can be observed in both business and environmental impact. Its ability to engage audiences in the gallery space led to users spending an average of 5+ minutes interacting with the experience. Participants were required to share their contact details, creating a database of individuals with an interest in the arts, the environment or the tech aspect of the activation. All three of which are represented in La Trobe’s course offering, which was highlighted in an email to the participant. The email, which earned an open rate of 47%, also included a shareable link to their custom creation. Most importantly, over 4000 trees are currently being planted at the university’s wildlife sanctuary as a direct result of the activation. Helping preserve not only the campus environment, but the flora that inspired one of the greatest artists of our time.

Explain why the method of promotion was most relevant to the product or service

La Trobe University is all about bold thinking with a conscience. This is reflected in their innovative, future-focused programs, and their ongoing commitment to the arts and the environment. Living Landscapes is branded activation that demonstrates this forward thinking in a tangible way. The experience invites participants to get hands on creating an environmentally themed digital art work, which is then translated into the real world where for every virtual tree drawn, an actual tree is planted at the university’s wildlife sanctuary. The initiative unites creativity and technology inspired by the university’s curriculum to create real world change.

Most universities celebrate tradition. But instead of looking to the past, La Trobe University chooses to look to future. This is reflected not just in their courses which are tailored to an ever-changing world, but in their foresight in creating things like the La Trobe Wildlife Sanctuary, protecting and preserving a 28 hectare stretch of land and the flora and fauna within it. Knowing this, they wanted to attract students that share their future-focused thinking. People that don’t just want to learn about the world, but change it. So our approach to reaching our target of potential tertiary students and their families was to create a brand activation as innovative as the university itself. Participating with the experience would give people a taste of studying at a university that prides itself on bettering the world around it. Something unexpected and interesting enough that visitors would be drawn to it.