Rewilding Mode

Creative idea

The goal is as simple as it is ambitious: creating Europe’s largest nature reserve, one lawn at a time. Rewilding Mode, a world-first feature, transforms 150,000 Husqvarna robotic lawnmowers into environmental allies. Through advanced radar technology, the mowers leave 10% of each lawn uncut, forming sanctuaries for pollinators to thrive. Released via the Husqvarna Automower Connect App, this innovation not only highlights Husqvarna’s dedication to sustainable technology but also engages consumers in redefining the concept of a perfect lawn. By enabling active participation, this initiative strengthens the bond between customer, product, and brand, promoting environmental stewardship through cutting-edge technology.

Brand name: Husqvarna
Advertiser / client: Husqvarna
Product / service: Husqvarna Automower
Campaign name: Rewilding Mode
Agency network: MCCANN WORLDGROUP
Agency: Prime Weber Shandwick Stockholm
Executive creative director: Carl Jannerfeldt
Creative director: Petter Lublin
Art director: Fredrik Moberg
Copywriter: Kasper Moss
Film production: Tilde Franzén
Director: Filip Tellander
Agency producer: Renée Lorenius
Additional company: Creative - Brett Simon Creative - Erik Tell Client Lead - Josefina Bergström Project Manager - Sara Wenkel Integrated Media Specialist - Daniel Wahlström Global PR Manager - Karin Tångstedt Communications & Content Director - Jonas Eklöf Vice President Marketing EPAC - Jenny Fischer-Toivo Global Brand and Communications Manager - Johanna Englert Senior Manager Digital Marketing - Johannes Karlsson Product Manager Automower® Connect & Smart Home - Linda Lindqvist