Innocent Drinks transforms Trafalgar Square into a wilderness to promote the benefits of biodiversity in urban spaces
Frank has kicked off its first campaign with new client, innocent Drinks UK.
The agency was brought on to promote innocent’s Big Rewild initiative, which will see the drinks brand reach carbon neutrality by 2025 and protect and preserve 2 million hectares of land.
Frank turned the usually concrete Trafalgar Square into a green oasis in a bid to reconnect the public with nature and return it to its pre-urbanised state.
Bianca Lee-Chang, managing partner at Frank, said: “Frank devised and delivered yesterday’s stunt to help cement this important new phase of innocent’s sustainability journey. The Big Rewild needed a big, bold statement to match the size of innocent’s pledge and commitment which is why we came up with such an epic moment for Londoners and the UK to enjoy and learn from. 24 hours later and it has already delivered over 80 pieces of coverage including 12 TV broadcast pieces, endless social mentions and most importantly thousands of people came down to experience it for themselves.”
And this is the moment Trafalgar Square went 'wild' and became an overgrown garden filled with over 6,000 stunning plants, flowers and trees, in a never-before-seen display at London’s most iconic landmark.
The London attraction – including the lion – was covered in green plants and a host of beautiful brightly coloured blooms, catching the attention of city dwellers, birds and insects.
The installation was developed as part of the launch of innocent's Big Rewild campaign—a commitment to protecting and preserving 2 million hectares of land.
During the day, three million seeds via plantable seed papers were handed out to passers-by to help people start their rewilding journey, and educate on the importance of nature in tackling climate change, with its UK partner the Orchard Project. Visitors to the site were also invited to pick up and rehome one of the plants at the makeover, helping to create further pockets of nature across London.
Ray Mears, a renowned conservationist and wilderness expert, was pictured at the temporary installation, which aimed to 'reconnect’ people with the natural world and encourage passers-by to consider the benefits of rewilding and restoring nature in the UK.
A team of top gardeners and horticulturists worked through the night to turn the 30m x 20m space into a green paradise, complete with a replica lion statue covered in live foliage, turf and meadow.
Photo credit: David Parry/PA Wire
Ray Mears commented: “It’s wild that in the UK there has been a rapid urbanisation, with spaces greyer and more industrial than ever before. So much so, that people are going days without seeing nature, especially in the cities.
“For city dwellers especially, spending time with nature can be tricky, so that’s why I’m supporting innocent today in its mission to educate on the importance of nature by bringing back the beautiful trees, plants and flowers in one of the UK’s treasured landmarks.
The installation comes after a poll of 2,000 adults revealed 43% are unaware of rewilding and what it is.
Sadly, the average adult has four occasions a week, of 50 minutes a time, where they spend time outdoors and surrounded by nature. However, when outdoors immersed in nature, six in 10 admitted it makes them feel calm and happy, while 48 per cent feel healthy.
Research from innocent also revealed 48 per cent of adults think most cities and rural areas have become too sterile and concrete, with four in 10 concerned there will be no green spaces left.
As a result, the study, carried out via OnePoll, found 76 per cent would like to see rewilding become more prominent in the UK. And 73 per cent think the government should be doing more it improves biodiversity and preserve natural ecosystems.
It also emerged Brits believe returning land to nature should be a priority to restore wildlife (61 per cent), tackling climate change (50 per cent) and supporting biodiversity (48 per cent).
Sam Akinluyi, managing director at innocent Drinks, said: “Our Big Rewild campaign aims to show how we can use the power of nature for positive impact; all while making urban communities and the planet healthier places to be.
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