Royal Botanic Gardens, Kew
Creating a TV and cinema advert for the world’s largest Victorian glasshouse
The brief: attract a new generation of visitors to Kew Gardens
RBG Kew had embarked on an ambitious £41m plan to refurbish the Temperate House, the world’s largest surviving Victorian glasshouse. Kew needed a high-quality TV and cinema advert to inspire a new and younger audience to visit the gardens from May 2018. Cue Echosix!
Step 1: exploring client needs
After winning a highly competitive bidding process, we immersed ourselves in Kew’s marketing, digital, horticultural and senior management teams to establish what made Kew such a special place. We then submitted three creative concepts to stakeholders for selection.
Step 2: scriptwriting and approval
Once the concept had been chosen by Kew’s team, we fleshed out the script and meticulously planned each shot and angle, ensuring the plants, people and architecture of Temperate House were always centre stage.
Step 3: film production
Our film team brought together a crew of young talent, a cast of Kew volunteers to star in the ad and a camera drone to film while restoration work was ongoing. Edits, original music, voiceover and CGI work to disguise the lack of grass around Temperate House were added in post production.
Step 4: coming to a cinema near you
By the end of the project we had created four versions of the film for different mediums – 8 and 12 seconds for digital, 30 seconds for TV and a 60-second version for cinema. The 35-week campaign delivered 263 million impacts across all mediums, establishing Temperate House as the must-see attraction for the summer.