Urbanature

In 2013, Heads coined the neologism #UrbaNature to express Lumberjack’s new positioning: metropolitan, but natural and sustainable at the same time.

To substantiate and communicate this concept, Heads planned and managed an integrated communication project: at the heart of it were #UrbaNatures, “extraordinarily normal” people who embody the brand’s philosophy.

From the Urban Gardens to the Social Street movement, from sustainable design to the world of bikers and skaters, from organic farming to beekeeping in the city: these were some of the many stories of the #UrbaNatures included in the editorial project, as well as the advertising campaigns and catalogues, a blog with video interviews, photos and texts, a tabloid-format magazine and social media channels.