STOCKHOLM, SWEDEN — What do honeybees, penguins, and chimpanzees have in common? Over the last few months, independent creative agency Around You and mobile app TIER Mobility, together with Alyssa Y. Stark, a biomimicry scientist at Villanova University in Pennsylvania, have developed a theory that promotes a number of animal behaviors that will help people move and live more sustainably. The theory and campaign were launched in Europe, called, “The Humanimal Theory.”
“The Humanimal Theory reminds us about basic behaviors in a sustainable lifestyle that humans seem to have forgotten. Animals are experts at being conscious and eco-friendly, and should be of great inspiration to us. In fact, we should copy many of their behaviors,” said Dr. Alyssa Y. Stark, Biological scientist at Villanova University in Pennsylvania, specializing in biomimicry, functional morphology, and animal behavior.
The Humanimal Theory is based on recent research led by Stark. In the newly published findings, The Humanimal Theory is supported by ten examples of sustainable behavior that humans could follow to live more sustainably. If a single person takes public transportation instead of driving 20 miles to work every day, they could save up to 3.1 kg of CO2 per day.
“Biomimicry is really interesting from a sustainability perspective. A lot of the answers that we’re looking for already exist if you look outside the window and learn from nature and animals. Our goal for this campaign is to strengthen the position of TIER as the most sustainable alternative, but also to inspire people and create real change,” said Pia Mader, art director at Around You.
“We simply cannot keep on living the way we do; it’s just not sustainable. Animals continuously adapt to new conditions and with global change happening, we need to make a change as well. Biomimicry could be a good guide to a sustainable lifestyle, and hopefully, this theory will be an eye-opener,” shared Ailin Huang, head of sustainability at TIER.
As part of the campaign, TIER invited a group to take part in the theory in filmed group session hosted by Stark. Jon Kortajarena and Lucien Leon Laviscount are some of the ambassadors behind the campaign.
Learn more about the campaign on humanimaltheory.com.
CREDITS:
Title: The Humanimal Theory
Client: TIER Mobility
Agency: Around You
