https://www.youtube.com/watch?v=KjfSC97Qj80
Let's All Chip In
A CREATIVE OUTDOOR INSTALLATION
A larger-than-life celebration of British wildflowers!
The Challenge
As part of McCain’s journey towards regenerative agriculture they have been partnering with growers, expert coalitions, and scientific institutions to create an achievable, robust approach that supports and enables British farmers.
McCain has pledged to implement regenerative agricultural practices across 100 percent of its potato acreage worldwide by the end of 2030. Our challenge was to create an engaging activation, as part of the broader OOH campaign, to highlight just some of these regenerative practices which includes the planting of British Wildflowers.
The Execution
Collaborating with McCain’s agriculture team, we took a selection of British Wildflower species and created a larger-than-life experience.
Using a variety of model-making techniques, we developed an eye-catching installation of wildflowers which sprouted from the ground outside the busy Kings Cross Station, London. A wooden path led customers through the installation where they could grab a ‘leaf’ of seed paper from one of the giant stems to plant their own wildflowers sparking a responsibility for nurturing nature.
Our trained team of brand ambassadors engaged visitors in conversations around McCain’s sustainable farming practices and the benefits they bring to the environment and communities, leaving them with a deeper understanding of biodiversity, regenerative agriculture, and their role in making a positive impact on the environment.
With a small content capture team we created a beautiful campaign video which was used to further extend the reach of the campaign and tie into the broader “Let’s All Chip In” campaign.
The Outcome
This stunning installation provided a crucial touchpoint in the “Let’s All Chip In” campaign. Attracting attention and sparking conversations, it brought to life the subject of McCain’s regenerative agriculture and their goals in achieving their 2030 pledge and supporting their British growers and our environment.
3
Days
8
Wildflower Species
800
Potatoes
5000
Seedpaper 'leaves' Distributed
445000
Footfall
