Client: Youtube X The Wildlife Trusts

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.

Instead of spending the budget on a traditional billboard, we collaborated with YouTube and The Wildlife Trusts to purchase an area of arable land and rewild it.To kickstart the ambitious project to bring wildlife back to the intensively farmed land, we created the world’s first ReWilding poster; made entirely out of seed paper. We then worked with an artist to visualise how the land would look in five years time.