Kew Gardens kicks off ‘Plantasia’ summer festival campaign
The Royal Botanic Gardens at Kew, London, has launched its 2014 summer festival, which explores how plants positively affect our health and wellbeing.
The 'Plantasia' campaign, designed and developed by 999 Design, creates the impression of a 'fantastical-world' of fun, multi-sensory and uplifting plant based activities – with a slightly “quirky” offer to appeal to visitors of all ages.
John Speight, creative director at 999 London, said: “Kew Gardens is a British Institution but people sometimes don’t realise how much it has to offer in terms of a great day out. We wanted to challenge perceptions of Kew and expose the unexpected nature of the event. We developed the creative approach with the name 'Plantasia' and then visualised what a world of 'life enhancing' plants should feel like.
"We commissioned illustrator Andrew Lyons for his sophisticated, earthy style to help uphold the values of Kew and appeal to their target audiences – it was important that the concept and approach helped to attract new audiences but didn't alienate Kew's core audience base.”
The launch is supported by an extensive digital, outdoor and press campaign across London.
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