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Green Planet
BBC Studios
In partnership with BBC Studies, Sir David Attenborough used Piccadilly Lights to promote the power of plants, coinciding with the launch of The Green Planet AR Experience at 55 Regent Street.
Transforming Piccadilly Lights into a green spectacle, Attenborough aimed to raise awareness about the vital role of plants in sustaining life on Earth. Despite urban challenges, the campaign highlighted nature’s resilience.
By collaborating with Landsec and The Crown Estate, the campaign leveraged DeepScreen® technology and artistic prowess to create a one of a kind showcase of the beauty and significance of plants. The initiative featured a monumental plant installation at the Fountain of Eros and an immersive AR experience, setting it apart from conventional promotional campaigns.
- Territory United Kingdom
- Date February 2022
- Category Ents/Leisure
- Format Creative Solutions
- Objective Broadcast Awareness, Social Amplification
- Agency Havas Worldwide/Direct
The campaign had 2.1m impressions across social media two days after the launch. Almost half the campaign impressions came from the following:
- BBC Earth (sponsor) tweet – 700k impressions
- Jonathan Ross tweet – 543k impressions
- Independent tweet – 400k impressions
- Yahoo news story – 125k impressions
- Independent x2 news stories – 66k impressions
- EE (sponsor) tweet – 40k impressions
- MSN news story – 40k impressions
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