What we did
Innocent launched their Big Re-Wild campaign, encouraging urbanites to bring nature to the concrete jungle. To kick things off, we re-wilded one of London’s most iconic urban spaces…
Frank PR came to us, on behalf of Innocent Drinks, to execute a PR stunt that captured the essence of their new eco initiative ‘The Big Re-wild’. We were asked to do something that had never been done before and turn the grey, concrete space that is Trafalgar Square, into a green oasis!
We produced and executed this stunt on Trafalgar Square, organising the site booking as well as all required contracts, approvals and permissions. The lengthy install took place overnight, starting the evening before and finishing in the early hours of the morning.
Using over 6,000 individual plants, including; trees, shrubs, bushes, flowers, turfs and more, we were able to complete this 20m x 10m transformation. All the plants used were sourced and installed sustainably, hired from a supplier that provides plants for film, TV and events. Everything was alive and in pots, meaning it was able to be returned to the supplier’s plant nursery and kept alive for further use in the future. We even came up with the idea of producing a replica statue of the iconic Trafalgar Square lions and dressing it with moss, ivy and oranges. This was the statement piece that really grabbed the attention of visitors and it even impressed, famous outdoor survivalist, Ray Mears!
On top of these hired plants, we sourced 500 potted plants, from a UK supplier, that were given away to members of the public to take home and plant in their own gardens. Visitors also had the chance to go away with some free seed paper and a bottle of Innocent orange juice.
To guide visitors through this immersive, green experience, we produced a range of Innocent-branded arches that acted as entryways to the garden paths (they were also highly popular selfie spots!). As well as the arches, we created a range of laser-engraved wooden plaques that explained a bit more about what was going on and the plants that could be found within the re-wild of Trafalgar Square.
A final addition to the experience was a team of brand ambassadors, booked by Sketch, who carried out all sampling and educated the visitors, answering any questions that arose regarding the stunt and the sustainability initiative behind it.
All in all, the feedback received from the activation was overwhelmingly positive, with many asking for it to become a permanent feature on the square! The stunt was covered, extensively, on major broadcast channels. Both the BBC and ITV came down to cover the stunt and it even featured as the backdrop for the weather report!
In total the campaign delivered 651 pieces of traditional coverage in addition to 527 social mentions with a combined reach of 668m. 18 pieces of national newspaper coverage included a double page spread in the Daily Express, half page in the FT and The Times and a page and a half in the Daily Star.
Coverage started to appear from 6.30am on the day of the stunt, with 9 appearances on BBC Breakfast as part of weather reports taking place live from the site every 15 minutes. 8 live broadcast interviews with Ray Mears started soon after, including Sky News, BBC London Evening News, ITV London News and BBC Breakfast. Further broadcast coverage included Good Morning Britain and ITV Wales – all combined to a total of 18 pieces of TV coverage – the holy grail of any campaign.