| Problem | ‘Our Future is Botanic’ is a powerful OOH and digital campaign which shares compelling stories of how plants and fungi are vital to the future of food, clean air and medicine, and raising awareness of why the rare, exotic, and well-known are all worth saving. Through the use of strong visual graphics, the new campaign debuts hero taglines such as ‘This is Extinct’ and ‘This is Medicine,’ and is designed to get global policy leaders and the public to realise that the threats to plants and fungi will result in less future medicines, fuels and foods across the world if we do not act now. The new creative marks a step change from previous campaigns, shifting the brand personality to one that cares passionately about protecting plants and fungi, whilst increasing online through new content. ‘Our Future is Botanic’ supports Kew’s COP26 agenda and brings its vision to life in a durable and meaningful way, whilst disrupting the view of Kew as a beautiful garden to visit. |
