Ten Lives. One name we’re happy made it into the world.

Some ideas are difficult not to like.

Ten Lives started with a fairly wild one: what if a music festival could leave a landscape in better shape than it found it?

Not just less bad. Actually better.

The idea is to bring people together to restore degraded land during the day — digging, planting, slowing water down and helping ecosystems recover — and then make room for talks, music and dancing when the shovels are put away.

Before any of that had a name, we joined forces with our friends at Elders to help with the early naming strategy and process.

At the heart of the name was the lynx. An apex predator, and a pretty good sign that the layers of life below it are doing well too. In much of the Mediterranean landscape, that wild cat had become more legend than neighbour. The ambition behind regeneration is to bring biodiversity back from the ground up — with the slightly audacious hope that, one day, even the lynx might return.

And since cats are famously supposed to have nine lives, we thought nature deserved one more.

Ten Lives.

Our part was small and early, but that name survived all the way into the real world.

The Ten Lives team took it from there, and this spring they put the idea to the test with Genesis, their first gathering in Portugal.

Seeing a name that once existed on our screens turn up above a very real group of people moving rocks, restoring land and dancing afterwards is a pretty satisfying thing.

Also, considerably better than seeing it die quietly in a presentation deck.

Long live Ten Lives.