“NO PLANTS NO SEX” SAYS SYDNEY BOTANIC GARDENS
24 May 2018
The Sydney Royal Botanic Gardens has launched an advertising campaign that will position them as one of Australia’s leading scientific institutions and put the spotlight on the importance of plants in our environment.
Created by Hulsbosch, the agency was tasked with repositioning the Royal Botanic Gardens Sydney to a place that showcases both beautiful flora and fauna, but also as a brand with strong connections to scientific research and a strong attention to highlighting the importance of plants.
The campaign, ‘The Vital Science’, features out-of-home ads that address sustainability issues and the importance of plants, using direct statement to call upon the public to awaken to the reality of the issues facing the planet’s sustainability. The ads feature statements such as “No Plants No Future”, “No Plants No Sex”, “No Plants No Coffee”, “No Plants No Life” and “No Plants No Avocado”.
The ads have been installed throughout Sydney, not just in The Garden, but at bus stops, train stations and parks, calling on the public to take notice of the bold words and imagery in order to raise sustainability awareness.
Jaid Hulsbosch, director of Hulsbosch, said in a statement, “It’s the start of a transforming new era for The Gardens – from one as guardian and custodian – to courageous contributors of plant science and the broader conversation about sustaining our quality of life. 
“The compelling and inspiring brand idea 'The Vital Science' reinforces and importantly emphasises the active output of the scientists and horticulturists, not the location where it's done. It's an overarching communication to enrich awareness and make people really think about ways to safeguard their futures."
“Hulsbosch has delivered an exceptional brand campaign that helps demystify but also connect people, across many touch points, with the issues of nature today,” added Anthony Dunsford, director of visitor experience at the Royal Botanical Gardens Sydney. “It gives strength to our position and deliberate voice for the future. It’s a case of brand saving science.”
The campaign will continue throughout June and will be synonymous with VIVID Sydney’s 10-year anniversary.
