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YouTube: Seat At The Table by Don't Panic

Client: YouTube
Date: Nov 2021
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To launch YouTube Originals new series Seat At The Table, creative agency Don’t Panic worked with YouTube and The Wildlife Trusts to create a huge 500sqm poster made from seed and sustainable paper.

Creating positive real-world change, YouTube has partnered with Cheshire Wildlife Trust to rewild an acre of intensively-farmed land. In place of a traditional billboard, Don’t Panic collaborated with Build Hollywood to create a huge 500sqm poster made with seed and sustainable paper promoting Seat At The Table and laid it out on the land in Cheshire.

The partnership will support Cheshire Wildlife Trust’s ambitious plans to create conditions for natural processes to return and bring wildlife back to this depleted land. The poster represents a wildflower meadow that will be sown in its place in spring, in addition to the creation of wetland habitat, including a pond, and the reintroduction of lost trees and shrub species, preparing the land for nature’s recovery, after which it will be managed to allow nature to take its course.

To showcase the positive, long-lasting effect of the partnership, Don’t Panic created a real-world illustration of what the depleted land will look like in five years' time, providing a stark contrast to the drone image of how it looks now. The two hero images are supported by a film featuring Ecological Grower, Poppy Okotcha, who features in Seat At The Table, shot on-site during the build of the poster.


BRAND: YouTube

CAMPAIGN: Seat At The Table OOH Activation

Marketing Lead: Alex Lee

Head of User and Subs Marketing: Adam Burrows

Social Media Manager: Stephen Ferdinando

AGENCY: Don’t Panic / @dontpanicldn

Founder: Joe Wade

Creative Partner: Rick Dodds

Associate Creative Director: George McCallum

Junior Creative: Katie Richardson

Designers: Luke Freeman & James Newport

Senior Engagement Strategist: Florence Auckland

Client Partner: Jane Marshall

Senior Account Director: Georgia Williams

Project Manager: Rosie Johnstone

Senior Account Executive: Aedy Merritt

Producer: Rich Walker

Poster Build: Build Hollywood

Illustration: Animatics

Videographer & Producer: Kyle Cruise

Drone Pilot: Chris Steers

Sound Operator: Mark Schofield

Editor: Anthony Swords

Grade & Colour: Electric Theatre Collective

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