Taking culture back to its roots
On The Edge, Reconnecting Gen Z with Nature
80%+ of Gen Z viewers reported a stronger desire to explore green spaces post-campaign
The Challenge
On The Edge wanted to build cultural relevance with Gen Z audiences—especially young people living in cities—by inspiring them to reconnect with nature. The solution needed to be bold, immersive, and feel native to youth culture while staying true to the brand’s conservation-first mission.
Our Approach
- Original Content Series – Rerooted: We developed a unique digital series concept that placed music, culture, and nature at the heart of storytelling. Three rising UK music artists—IYAMAH, OMA, and Kam-BU—were invited to escape city life and create a collaborative track in the English countryside using only sounds from nature.
- Custom Track & Music Video: The process and resulting track were documented and released across major digital platforms—showcasing creativity, raw emotion, and the beauty of nature through a Gen Z lens.
- Immersive Launch Event: To drive real-world engagement, we hosted an exclusive event at Dijonss, London, bringing together fans, artists, and environmental influencers for an intimate screening and nature-inspired experience.
- Digital Strategy & Amplification: The campaign was built for discovery—rolling out across TikTok, YouTube, Instagram, and streaming platforms to reach Gen Z where they spend their time.
The results
- 82% of Gen Z respondents said Rerooted made them want to explore more green spaces
- 84% said the series helped them better understand the threats facing nature
- Over 50% of viewers were more likely to follow On The Edge after watching
- Strong engagement across streaming and social platforms
- Widely praised as a fresh approach to environmental storytelling
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Why it worked
Rerooted succeeded by blending Gen Z’s love of music and culture with a deeper purpose. Rather than preach conservation, the series showed it—making nature feel personal, relevant, and creatively inspiring. The authentic artist collaborations and community-first event helped build emotional connection and long-term brand equity.
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