The Drum Awards for Digital Advertising APAC 2022

Live in -h -min -sec

Modern Marketing Ad of the Day Environment

Ad of the Day: Attenborough AR brings plant perspective to Piccadilly Circus

Author

By John Glenday | Reporter

February 11, 2022 | 3 min read

Sponsored by:

What's this?

Sir David Attenborough is taking his latest work communicating the power of plants to the urban heart of London by presenting the issue in a new dimension.

BBC Creative

Photography by Matt Alexander

The renowned naturalist and broadcaster has taken over the iconic curved electronic advertising screen at Piccadilly Circus with an outsize 3D animation, created by BBC Studios Creative, of a barren concrete box bursting to life by the presence of fast-growing foliage.

Marking the release of The Green Planet AR experience, an EE 5G enabled interactive exhibit at 55 Regent Street, the eye-catching display builds on the BBC Studios Natural History Unit production of the same name to bring city dwellers closer to nature and is complemented by complemented by a plant installation from The Crown Estate at the adjacent Fountain of Eros.

The twenty-minute takeover of Europe's largest advertising display, orchestrated by owners Landsec and operator Ocean Outdoor, saw hologram Attenborough say: "We must now work with plants, make the world a little greener, a little wilder. If we do this our future will be healthier, safer and in my experience, happier."

Employing 4K Deep Screen technology and a trick of perspective the arresting sight reminds us that plants are the foundation of all life, pumping oxygen into the atmosphere that all animals require to survive.

Created by Factory 42 with BBC Studios The Green Planet AR Experience will transport participants to a variety of environments from rainforests to oceans, informing people how best to protect the natural world in the process.

Modern Marketing Ad of the Day Environment

Content created with:

BBC

The British Broadcasting Corporation is a British public service broadcaster. Its headquarters are at Broadcasting House in Westminster, London.

Find out more

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +