This Groundbreaking Activation Brought Nature to Life at SXSW

Following the success of The Talking Tree campaign created for Agency for Nature in London, Droga5 London and Droga5 Dublin, part of Accenture Song, brought this innovative AI-powered experience to South by Southwest (SXSW) in partnership with The Trail Conservancy, UK Advertising, Locate Productions and Purpose Disruptor-led effort Agency for Nature. Expanding on the campaign’s mission to reconnect young people with nature, this first-of-its-kind activation gave visitors a chance to engage in real-time 'conversations' with a living tree, inspiring new ways to consider their relationship with the natural world.

The Talking Tree experience was an extension of a SXSW panel featuring the project entitled 'Earth’s Biggest Brief: The World’s First Agency for Nature' hosted by UK Advertising at UK House on Sunday March 9th.

A Talking Tree Experience at SXSW

Building on the original London activation featuring a 150-year-old horse chestnut tree, the Talking Tree experience was brought to life in Austin with a 50-year-old live oak tree located along the Hike & Bike Trail near the centre of SXSW activity. Over two days, festival-goers engaged in tech-enabled conversation with the tree, which used real-time sensory data to 'speak' about its surroundings, history, and connection to the environment.

Signals from the tree are translated into a voice, shaped by data from over 10 sensors measuring bioelectrical signals, wind speed, temperature, soil moisture, humidity and more, alongside historical insights about the tree’s lifespan. These inputs feed into a local large language model (LLM), which acts as the ‘brain’ of the tree’, shaping the tree’s personality and enabling live, real-time conversations.

Engagement and Impact

Over two days at SXSW, The Talking Tree engaged with nearly one hundred visitors. Attendees were captivated by the experience, with many expressing surprise and appreciation for how technology was used to give nature a voice. Interestingly, in the majority of conversations, the question of what humans can or should learn from nature surfaced, prompting responses from the tree around the themes of balance and patience. Another topic that came up often was how the tree has experienced a change in the weather and moisture through its lifetime, prompting discussions about climate change. SXSW attendee and Former Austin mayor, Steve Adler visited the tree and said “I want to know what we can be doing to make your life better.” The tree replied "Your care warms me. More stable temperatures and consistent moisture would help. Thank you for asking." 

Visitor sentiment was overwhelmingly positive. After the experience, visitors said: “I won’t look at trees the same way again.” “I think if everyone could experience the Talking Tree, we might feel differently about how we treat nature.”

Why This Matters

At a time when studies reveal a significant disconnect between young people and nature, The Talking Tree campaign aims to bridge that gap. The success of this activation at SXSW demonstrated how blending culture, technology, and environmental awareness can create powerful, thought-provoking experiences that encourage people to reconnect with nature.

In Partnership with The Trail Conservancy

The SXSW installation was made possible in partnership with The Trail Conservancy, a key supporter of the initiative.

Evan Greally, head of creative tech and innovation, Droga5 Dublin, part of Accenture Song (Talking Tree tech lead) said, "We wanted to give a voice to something that has always been alive but rarely heard - nature. We’ve become so disconnected from the natural world that it’s easy to forget we’re part of this incredible, living ecosystem. My hope with this project was to make people care again, to spark a little empathy for something bigger than ourselves."

Karen Land Short, global executive creative director, sustainability, Accenture Song (Talking Tree creative lead and UKHouse panel speaker) said, “It was fascinating to pull attendees out of the high-energy hustle and bustle of SXSW into an intimate, nature-focused interaction with a gorgeous oak tree. The settling, comforting power of nature was clearly felt. The tech was nearly forgotten.”