Region Gotland

The World's Ugliest Lawn

Agency: Differ Agency

Shailene Woodley & Marcus Norström launching the initiative

Competition hashtag

Earned reach

Entries from the USA, the UK, France, Germany and Canada

BBC Breakfast segment about the initiative

The pre-owned t-shirt that is the first prize of the challenge

Ugly dry lawns submitted by Swedes in 2023

Launch video with Shailene Woodley

Mention of the initiative in the popular BBC show "Have I Got News for You"


Shailene Woodley and Gotland challenge the world to share ugly lawns

The Swedish island Gotland exports its successful water conservation initiative globally. Together with actress and environmental activist Shailene Woodley it is now launching the competition The Wold’s Ugliest Lawn.

Last year’s competition ”Gotland’s Ugliest Lawn” helped decrease domestic water consumption on the Gotland with 5% compared to previous summer.

With The World’s Ugliest Lawn-contest Gotland now challenges the world to share images of ugly dry lawns. The purpose is to save water globally by changing the norm of green lawns. We want to show that sustainable behaviour can be fun, and that everyone can do it. It only takes a change of mind!

In this video Shailene Woodley and last year’s winner Marcus Norström launch the challenge: 

"This challenge is a great way to influence people around the world to use less water"
Shailene Woodley

”If more people can see the beauty in an ugly lawn, the world can save a lot of water”
Marcus Norström


We are coming out of a summer with new heat records, extreme droughts, floods and wildfires around the world.

Huge amounts of water are used every day to water lawns for aesthetics. As the world gets warmer, water scarcity is a growing problem. By not watering lawns for aesthetic reasons, we can protect the availability of groundwater. 

This is why Gotland in Sweden now is launching The World’s Ugliest Lawn-competition, with the aim of saving water on a global scale by changing the norm for green lawns. 

Campaign site:

People can enter the competition by simply sharing a picture of their ugly dry lawns on Instagram with the hashtag #worldsugliestlawn. Or by emailing the picture to Gotland at

Entrants can submit images of their ugly dry lawns taken during 2023. The winner will be selected by a jury and announced in December 2023.

The first price is a pre-owned t-shirt with the text ”Proud Owner of the World’s Ugliest Lawn”. It’s the t-shirt Marcus wears in the launch video.


UNESCO warns of ”Imminent risk of global water crisis” and states ”The global urban population facing water scarcity is projected to double from 930 million in 2016 to 1.7–2.4 billion people in 2050”.

Earlier this year french president Emmanuel Macron forecasted that climate change will deprive France of 30% to 40% of available water by 2050.

July 2023 was the hottest month recorded on Earth.

Australia’s winter of 2023 was the warmest since official records began in 1910.

Since March 2023, parts of Canada have experienced severe drought and wildfires.

This professional campaign titled 'The World's Ugliest Lawn' was published in France, Sweden, and United States in September, 2023. It was created for the brand: Region Gotland, by ad agency: Differ Agency. This Ambient, Digital, and Integrated media campaign is related to the Public Interest, Public Utility, and Travel and Tourism industries and contains 9 media assets. It was submitted 6 months ago.


Mimmi Gibson, Region Gotland

Differ Agency:
Emelie Rosén, kundansvarig
Johan Gustafsson, ad
Linda Iuta Fryxell, ad
Johan Angantyr, cd
Gustaf Jonshult, produktionsledare
Madelen de la Motte, designer
Jonas Bengtson, projektledare
Anna Fohlin, projektledare
Emma Portar, projektledare
Viktor Andersson, strateg

Agency Production: Colony
Post Production: Colony Post 
Agency Producer:  Markus Ahlm
Editor: Christian Fraser Norgren
Sound design: Quint Starkie


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