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Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
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Idea
When we personify pain, we empathize. By framing climate change as a symptom of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.
01.
OOH POSTER EXECUTION
02.
VR EXPERIENCE
Through virtual experience, people can step into Mother Nature’s shoes and truly feel her pain.
03.
BRAND EXPERIENCE AND ACTIATION
For years, Patagonia has donated 1% of sales to help protect the environment. Now, Patagonia is putting that choice in people’s hands. When people join Patagonia, they can decide where their contribution goes.
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Enter your email to join the movement.
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Receive your virtual bandage.
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Place it anywhere on an interactive 3D globe on the exact spot you want to help heal.
Patagonia
Mother Nature Is in Menopause
Art Direction / Copy Writing / Strategic Planning
04.
RADIO SPOT ON SPOTIFY
The Challenge
People have grown numb to traditional climate messaging. The statistics, images, and warnings about climate change have become background noise, familiar yet easy to ignore.
Patagonia needed a new way to break through the apathy and reconnect people emotionally to the Earth’s suffering.
The Idea
When we personify pain, we empathize. By framing climate change as symptoms of menopause, a universally human and deeply emotional experience, we make the crisis relatable. It’s not just scientific fact anymore; it’s someone we love, mother [nature], finally speaking up.