YouTube - Seat at the Table

Ahead of COP26, YouTube wanted an impactful OOH activation to help promote their new series, Seat At The Table, amongst a Gen Z audience. This audience grew up with climate change, with many feeling anxious about the state of the planet, so we knew our activation would be more likely to cut through if it was hopeful and solution-focused - and was as authentic as possible in its execution. So instead of spending the budget on a traditional billboard, we partnered up YouTube with Cheshire Wildlife Trust to purchase and rewild an area of intensively farmed British land.

To kickstart the ambitious project, we created the world’s first ReWilding poster; 500m² in size and made entirely out of seed paper, we laid it out on reclaimed arable land. To demonstrate the long-lasting effect of this partnership, we also created a real-world illustration of what the land would look like in five years. This was compared to drone footage of the depleted field today and brought to life in a film featuring ecological grower and one of the stars of the series, Poppy Okotcha.

Since then, Cheshire Wildlife Trust has created a pond, and plant species like ribwort plantain, knapweed, ox eye daisy and everyone’s favourite, bird’s-foot trefoil, are now sprouting up in the field. All this new growth has already attracted lapwings, snipes, buzzards and the bald man’s dream, brown hares, to the site, already transforming it into a haven for wildlife in the area. This explosion in biodiversity is just the beginning, with trees and scrub planted over winter, ensuring the field is even more bustling with life come spring.