Where creatives grow best

The overall creative concept of the campaign is aimed at highlighting the strength of the creative industries in the South West together with its working environment. Recent independent surveys found the South West to have the UK's happiest and least stressed workers.

The campaign itself is based around a viral film called The Harvest, supported by a campaign microsite (www.creativejuices.org.uk), competition and DM campaign.

The Harvest viral film shows how creatives are grown, harvested and pressed for their juices with artisan care in the peaceful and idyllic South West, emphasising the region's unique lifestyle benefits which make it an appealing destination for talented people, in turn making it a thriving hub of diverse creative businesses producing excellent work.

The viral has already gathered over 120,000 views and sparked discussion across industry blogs with its gently disturbing scenes of creative types being dug out of fields, squeezed in hydraulic presses, bottled and shipped off to agencies on the back of a Unimog.

The microsite has been commissioned to act as a focal point for the campaign; it gives a bit more detail about the South West as a living and working environment and is home to the prize draw where one lucky person can win their own home juicing kit.

The campaign has also broken into the real world, with 2,000 bottles of "delicious" Creative Juices getting hand delivered to creative types across London City Town. The results of consumption of these free samples are still being awaited but the South West is poised and ready to claim credit for any subsequent award-winning work to come from recipients.

Chris Garcia, head of creative industries at the South West RDA said: "Alongside initiatives to support the South West creative Industries, we wanted to spark conversations online that would not only show the South West as a thriving hub of Creative work but also create a wider debate about the work of companies operating across the UK. We've been thrilled with the response so far."

Kirk Hullis, account manager at Rubber Republic, added: "So far the campaign's been a real triumph of targeting and has got a complicated message out to the right people. The organic growth of the conversations online has vindicated our campaign strategy of releasing the clip under the radar, getting the ball rolling with our industry friends and colleagues and having the content prompt the debate."

Farmer Giles, chairman of the South West Creative Growers' Association, was unavailable for comment.