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.
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
Videographer & Producer: Kyle Cruise
Drone Pilot: Chris Steers
Sound Operator: Mark Schofield
Editor: Anthony Swords
Grade & Colour: Electric Theatre Collective