National Geographic Clockwork Lion for Big Cat Week

February 1, 2016 - 2 minutes read


Last week we were thrilled to be working Premier PR  and National Geographic on an exciting project to increase awareness of National Geographic’s Big Cat Week.  Our brief was to help come up with a PR stunt that communicated the struggle Big Cats face with populations of wild Big Cats declining at an alarming rate.


For the campaign a giant clockwork lion statue was commissioned and we set to work building the magnificent creature.  The three metre high Big Cat took over a month to make, consisted of over 500 clock parts and came complete with ticking sound effects.  The sound effects help to highlight that time is running out for Africa’s wild lion population.

On completion,  Sketch were up at early doors last Thursday to install the clockwork  lion statue in London’s Trafalgar Square to join the four famous lions also found at the tourist attraction.  




The clockwork lion was unveiled by Countdown presenter Rachel Riley first thing in the morning and invited members of the public to take photographs of the statue and upload them to social media to spread the word of the lions plight using #BigCatWeek



To support the plight of Big Cats further the clockwork lion will be auctioned off  after the PR Stunt to raise money for the Big Cats Initiative

During & following the  PR stunt was extremely well received by the press and was covered by the following titles to name a few: Metro, Daily Mail, Daily Express, Daily Mirror, Huffington Post, Telegraph, Sky Sunrise, PR  Examples, Event Magazine, Event News Bulletin,, TNT.

“We couldn’t be happier with the result and the media response so far has been terrific.” Leigh Debbage, creative director, Premier PR

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