Protecting the planet goes viral

After a lifetime of exploring, David Attenborough is on a mission to save the planet and all the wildlife he has come to know and love. BBC’s latest campaign promoting his newest documentary, ‘Perfect Planet’, is making headlines on Outdoor. 

Partnering with Talon Outdoor, BBC’s campaign began with show-stopping imagery of wildlife featured in the new series. At its end, the message shifted to show what the world will look like if humans maintain the level of destruction proving detrimental to our planet, with Attenborough’s message that humans must become a force for good at its centre.

Choosing images that could be later adapted, BBC Creative tore open their billboards to offer the ultimate contrast. A monkey’s natural habitat became a burning forest underneath, a fish’s deep sea became an ocean of plastic. Showing the world being torn apart by humankind, after the guise of a visually engaging promotional TV campaign, the juxtaposition was aimed to create maximum impact for the public.

With the UK still struggling to contain the COVID-19 pandemic, Talon Outdoor also chose the theatrical route to drive home the shock factor of its campaign, having one billboard which displayed a forest on fire, begin to billow with smoke.

Staying true to its message, all materials used in the campaign were 100% recyclable. From eco-friendly, non-toxic ink, recyclable banner materials and the sign’s timber frames, to the eco-friendly water-based liquid for the smoke machine.

The BBC Creative team won the Chair’s Award and the Most Talked About Award at the 2020 Drum Awards for their Dracula campaign which changed from day to night, casting the vampire’s silhouette onto a billboard of 3D bloody stakes. Also promoting one of BBC’s new series, the Perfect Planet campaign demonstrates the creative team’s enthusiasm for OOH and its potential.

Source: The Drum