
Rewilding Mode
Award-winning
320,000,000 Earned Reach
3,150,000 Launch Video Views
200+ Articles
+1,000,000 SQM Rewilded
Client: Husqvarna
Role: Art Director
Agency: Prime Weber Shandwick
Turns out, perfect lawns are bad news for biodiversity. Too much lawn in a garden pushes pollinators away and the decline of bees and pollinators are reaching record levels in Europe.
To combat the decline of pollinators we came up with Rewilding Mode. An idea as simple as ambitious; creating the largest nature reserve in Europe – one lawn at a time. Using state-of-the-art radar technology, robotic lawn mowers are programmed to leave 10% of each lawn uncut, creating small nature reserves for pollinators.
Rewilding Mode turned Husqvarna’s entire European fleet of 150,000 robotic lawn mowers into fighters for biodiversity.
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“Robotic Lawn Mowers That Leave 10% Of The Lawn Uncut”


Creating A Rewilding Zone

Through the Automower® Connect app you easily add a rewilding zone through the push of a button. Using sattelite-radar technology it automatically calculates 10% of your lawn, creating a sanctuary for pollinators where they can thrive.

“This Robotic Lawn Mower Is A Bee’s Best Friend”




“Husqvarna’s Latest Mowing Innovation Is To Mow Less”


10 step guide with Tom Masey
Husqvarna partnered with award-winning designer and garden expert Tom Masey to further optimize the rewilding zones to attract and maintain pollinators.
The full guide can be found here.

Quick Steps:
01. Maintaining the zone
02. Replace the lawn with wildflower meadow turf
03. Select the best plants for rewilding
04. Add wildflower plug plants to speed things up
05. Add bulbs for spring and autumn
06. Be playful with long grass
07. Benefit from parasitic plants
08. Don’t use chemical pesticides and fertilisers
09. Add diverse habitats to encourage pest-predators
10. Harvest rainwater
It keeps on growing
What started out as a PR-brief has turned into a growing initiative with more robotic lawn mowers and rewilding zones activated each day. In one year alone over 1,000,000 SQM of lawn have turned into rewilding zones by the Rewilding Mode.