In partnership with BBC Studios, Sir David Attenborough used Piccadilly Lights to showcase the beauty and power of plants, coinciding with the launch of The Green Planet AR Experience at 55 Regent Street.

the challenge

To mark the launch of Green Planet, Piccadilly Lights transformed into a DeepScreen® green canvas, remaining passers-by that plants are the basis of all life. The aim of the campaign was to raise awareness about the vital role of plants in sustaining life on Earth. 

the solution

Through collaboration with Landsec and The Crown Estate, the campaign leveraged DeepScreen® technology to showcase the beauty and significance of plants. The animation saw an entire concrete backdrop gradually burst into green life – with an abundance of foliage covering the iconic screen. The initiative also featured a plant installation at the Fountain of Eros and an immersive AR experience nearby.

Outcomes

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